adidas Unveils New Campaign Episode Celebrating Parents, Coaches and Supporters Behind Young Athletes

adidas has unveiled the fourth instalment of its six-part brand campaign, spotlighting the unsung heroes of youth sport, the parents, guardians, coaches, and supporters whose encouragement shapes the journeys of young athletes. The series explores how positivity from the sidelines can transform doubt into confidence and pressure into joy.

Building on the success of the 2024 ‘You Got This’ launch, the 2025 campaign focuses on the vital role of encouragement. According to adidas, research shows that four in five young athletes face unhelpful behaviour from the sidelines, a factor that can push them to quit sports altogether. The campaign underscores the universal truth that every athlete needs someone in their corner: “a strong support system can be the difference between success and self-doubt,” says adidas.

South Africa, known globally as a sporting nation, takes centre stage in this episode. adidas revisits the roots of sporting culture, school sports, highlighting the overlooked champions of youth development. “In this episode, adidas goes back to where it all begins, school sports, and shines a light on the often-overlooked champions of youth sport: the parents, guardians, coaches, and supporters who help make them believe, ‘You Got This’,” the brand says.

adidas stresses that school sports are about more than competition. They are a foundation for teamwork, discipline, and resilience — life skills that extend beyond the pitch. Yet mounting pressures threaten the simple joy of play.

Research cited by adidas reveals the scale of the problem:

• 91% of children report stress due to sporting expectations.

• Over 60% have considered quitting sport because of pressure.

• Dropout rates peak between ages 13 and 15, driven not by injury, but by emotional burnout.

Parental and community encouragement, adidas notes, remains one of the strongest factors keeping children engaged.

The campaign directly addresses this challenge. At its heart lies a moving brand film echoing the simple but powerful encouragements that matter most:“Go for it.” “Have fun.” “I’ll be watching.”

“These aren’t just words — they’re emotional fuel for children on the field. The soundtrack to early mornings, packed lunches, long drives and unwavering love. A celebration of the supporters who show up, time and time again, rain or shine, to make all the difference,” says adidas.

The brand adds that when presence is valued over performance, children are more likely to stay engaged in sport and develop healthy lifelong habits. The initiative forms part of adidas’ wider commitment to nurturing youth potential, particularly in South African schools, where access to sport remains a challenge.

“Let’s protect the joy of play — not just for today, but for every match, every practice, and every moment still to come. By standing behind our young athletes with love, patience, and presence, we give them the greatest gift of all: the freedom to fall, rise, and grow without fear,” says adidas.

To supporters everywhere, the message is clear: “your cheers matter more than the scoreboard.”

The ‘You Got This’ campaign is not only a global adidas initiative but also a tribute to the people who make every win possible. With this series, adidas aims to ignite a worldwide movement of positivity, reminding every athlete that belief begins on the sidelines.