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.
To understand the physiological effect pressure has, adidas and neuro11, studied sporting icon Emiliano Martínez.
During penalty shootout testing, Martínez showed that he excelled under pressure, as he was 90 per cent more in the optimal zone during high pressure moments in the penalties test.
Martínez showcased a world-class mental ability to be three times more effective at harnessing pressure to get into the optimal zone compared to the grassroots goalkeeper.
Martínez said: “Penalty shootouts are one of the most high-pressure moments of the game, but for me, I see it as an opportunity to channel that energy to my advantage. When standing on the goal line, I try to maintain a clear mindset and stay focussed.”
Bringing together a selection of its regional female athletes across football, outdoor and tennis, adidas is releasing a wide range of athlete stories, insights from experts and neuroscience-powered guidance materials – all designed to help athletes at any level to disarm pressure in sport.
Saudi Arabian footballer Farah Jefry, the first Saudi woman to climb Mount Everest Raha Moharrak, and the first female professional tennis player in Saudi Arabia Yara Alhogbani all took part in the new brand film inspiring the next generation of athletes to overcome difficulty in sports.
Farah Jefry said: “In the realm of sports, pressure is the opponent we face as much as any competitor. But it’s not about succumbing to its weight; it’s about leveraging it as fuel for our fire. Through resilience and focus, I transform pressure into the driving force behind my success.”
Raha Moharrak added: “Mountains aren’t the only obstacles I conquer. In the arena of sports, pressure looms tall. Yet, just as I ascend peaks, I rise above the weight of expectations. With a steady mind and unyielding determination, I navigate the cliffs of pressure and emerge stronger on the other side.”