Adidas unveils new global brand campaign
February 23, 2025
Lifestyle Sport

Adidas unveils new global brand campaign

Highlighting the power of positivity in sport

Adidas has launched a new global brand campaign, focusing on the crucial role of positivity from coaches, parents, teammates, and supporters in helping athletes believe in themselves.

The campaign introduces the concept of the ‘Sideline Effect’, highlighting the significant impact that both negative and positive behaviours from the sidelines have on athletes’ mental and emotional well-being. Through a new global study, Adidas aims to raise awareness of how these behaviours influence athletes’ motivation and performance, particularly those at the amateur level.

The study surveyed over 12,000 athletes across 24 countries and revealed that 4 in 5 amateur athletes frequently experience unhelpful behaviours from their coaches, parents, supporters, and teammates. These behaviours, often well-intentioned, can create undue pressure and lead many young athletes to abandon their sporting dreams.

Adidas has partnered with sports psychologists and notable sports figures to address these challenges, providing insights on fostering positive support on the sidelines.

‘Sideline Effect’ uncovered

The global survey found that several common behaviours from the sidelines can negatively impact an athlete’s experience.

The most damaging actions identified included:

  1. Reminders of the score during a game – Frequently shouting out the score or time left can unnecessarily distract athletes and increase pressure.
  2. Give athletes space when they are struggling – Stepping away or remaining silent during a challenging moment can leave athletes feeling isolated rather than supported.
  3. Focusing solely on the result – Emphasising winning or losing rather than the process and effort involved can demoralise athletes.
  4. Excessive coaching during the game – Offering too much direction during live play can disrupt an athlete’s ability to think and perform autonomously.
  5. Immediate post-match analysis – Offering critique right after a game often fuels self-doubt and makes athletes feel more criticised than encouraged.

Adidas has developed its ‘Sideline Essentials’ to counter these negative behaviours. These tools, created with input from sports experts and validated by the survey’s findings, provide clear guidance on transforming sidelines into supportive, empowering environments. The advice is endorsed by top athletes, including Aitana Bonmatí, Anthony Edwards, Aliyah Boston, Jürgen Klopp, Son Heung-min, and others.

‘Sideline essentials’

Jürgen Klopp, coaching icon and one of the key ambassadors for the campaign, plays a central role in delivering the ‘Sideline Essentials’ advice. The principles aim to help those on the sidelines understand how their actions can uplift or hinder an athlete’s spirit. Below are the actions that athletes want from their supporters:

  1. Stand by their side – Instead of distancing yourself from underperforming athletes, showing up physically and offering encouragement can help shift their mindset. A simple high-five or fist bump can make a huge difference.
  2. Let players play – Sometimes, less is more. Offering quiet support rather than micromanaging a player’s every move allows them to perform confidently and freely.
  3. Game plan gestures – Use pre-determined, simple gestures to remind athletes to stay focused, such as pointing to the head to indicate ‘remember the plan’.
  4. Focus on the effort – Encouraging athletes by celebrating their effort, regardless of the result, helps build long-term self-worth and motivation.
  5. Be the support act – Post-game conversations should focus on encouraging words and affirmation, saving technical feedback for later. Reassuring athletes that they have a strong support network keeps them motivated.

These practices, while simple, are mighty in helping athletes feel supported and valued, ensuring that they continue to participate in sports without the fear of failure or criticism.

Reflecting on the importance of positivity in sport, Ballon d’Or winner Aitana Bonmatí shared her thoughts: “Football has allowed me to achieve lifelong dreams. Winning the World Cup in 2023, the Nations League in 2024, and the Champions League three times are some of my proudest moments, and I know they wouldn’t have been possible without all the people who support me.”

Bonmatí’s words highlight the decisive role that positive reinforcement can play in an athlete’s success and mental well-being.

Image: Ballon d’Or winner Aitana Bonmatí endorses the new Adidas global brand campaign. Credit: Adidas

News Desk 2

News Desk 2 produces the latest news for the Middle East region, with a key focus on the six GCC nations: UAE, Saudi Arabia, Qatar, Bahrain, Kuwait, and Oman. News Desk 2: press@menews247.com
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