Adidas has launched a new global brand campaign around how top athletes handle pressure in high-stakes moments. The campaign hopes to inspire everyday athletes to do the same.
Coming to life through a series of star-studded content and activations alongside some of the biggest spectacles in the sporting calendar, adidas’ message dedicated to the next generation of athletes is to believe they can overcome pressure to achieve their possible possibilities in sport.
The episodic fly-on-the-wall style series features leading neuroscientists, neuro11, to set out how and why negative pressure hinders play, while providing guidance on how athletes at all levels can help to disarm this feeling.
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