Bellingham among stars of new Adidas football campaign, Beckham narrates as Bowie track plays

With the Euro 2024 football championships and South America’s leading tournament, Copa América, almost upon us, the accompanying campaigns and promos have kicked off.

Among those is Adidas, with the German sportswear giant launching the next chapter of its brand campaign as it continues its ambition “to help disarm negative pressure in sport”. 

And it brings together a host of famous members of its global football family to show “what is possible when managing the weight of expectation”.

The campaign shines a light on how, alongside the excitement, international football can bring an added level of pressure to each player’s game (research shows that players are three times more likely to miss a penalty when playing for their nation as opposed to their club, we’re told).

Tapping into this, Adidas has unveiled a new film featuring stars of the sport and next-gen trailblazers and, of course, all are set to wear their country’s shirt this summer. 

In the film Ousmane Dembele and Santi Jimenez debut the new adidas F50 football boots. Then in the final scene Jude Bellingham is seen playing in the backyard with local athletes on his home turf in Birmingham. 

Also spotlighting Gianluigi Donnarumma, Giovanni Reyna, and Pedri, among others, the film aims to inspire next-gen athletes “to overcome pressure and fuel their love for the beautiful game”. 

Narrated by England legend David Beckham, it reminds players “to reframe pressure and focus on the positive rallying cry ‘You Got This’ as they walk onto the pitch at this year’s biggest football tournaments”.

Through a series of fast-paced scenes against the melody of Queen/David Bowie’s Under Pressure. Lionel Messi marks his place in history; while Germany’s wonderkid, Florian Wirtz, fires an acrobatic shot into the top corner; the USA’s Gio Reyna executes a rainbow flick before striking a goal on the volley; star-in-the-making Pedri walks among the Spanish fans pre-game; and France’s Ousmane Dembele showcases his ability to use either foot as he glides through the opposing team – “displaying what can be achieved when channelling the noise, encouraging everyday athletes to follow suit”.
 
Speaking on the next chapter of the brand campaign, Florian Alt, VP of Global Brand Comms at adidas said: “We want to celebrate and support our players ahead of a huge summer of football as they continue to inspire the up-and-coming generation of athletes. 
 
“This campaign serves to remind us all that pressure can be felt at any level, no matter the accolades or achievements. Our ambition remains to help disarm negative pressure in sport and encourage elite and grass root players to reconnect with what ignited their love for the game. We hope our rallying cry, ‘You Got This’, invites athletes of all levels to overcome pressure and achieve their personal possibilities in sport.”