Forward of UEFA Girls’s EURO 2025, adidas has unveiled a brand new marketing campaign movie that celebrates the position of competitors as a catalyst for progress – displaying how assist and rivalry can coexist at each degree of the ladies’s recreation.
The brief movie is the newest installment in adidas’ world “You Bought This” marketing campaign, which promotes positivity, assist, and resilience in sport.
This time, the highlight is on elite gamers within the girls’s recreation, together with Aitana Bonmatí, Alessia Russo, Jule Model, Kadidiatou Diani, Lia Wälti and Stina Blackstenius.
The video flips the normal concept of rivalry on its head, suggesting that mutual respect between opponents might help unlock new ranges of efficiency. One of many standout dynamics is between Russo and Bonmatí – rivals on the worldwide stage who use one another’s excellence to raise their very own recreation.
“For us as professionals, competitors is big in the whole lot we do, and personally, it’s a continuing supply of studying,” mentioned Russo in a press launch.
“I contemplate myself fortunate to be surrounded by one of the best on the earth daily whereas enjoying for my membership and nation. My colleagues and friends are a continuing reminder that my recreation is just not full simply but, and that wouldn’t be attainable with out competitors.”
The broader “You Bought This” marketing campaign, launched in 2024, goals to reframe how athletes expertise stress by specializing in the worth of encouragement from teammates, coaches, household, and followers.
Earlier iterations featured stars comparable to Lamine Yamal, Trinity Rodman, and Anthony Edwards. Extra not too long ago, a playful spot starring Lionel Messi and NFL quarterback Patrick Mahomes noticed the 2 athletes face off in a treadmill problem – pushing one another to go sooner, whereas reinforcing the marketing campaign’s core message of uplifting competitors.
Whether or not celebrating girls’s soccer, cross-sport camaraderie, or rising stars on the worldwide stage, adidas continues to affirm by “You Bought This” that athletes thrive when rivals encourage – not divide.
