Problem to Solve

For the 2025 global launch of its new campaign platform—"We all need someone to make us believe, "You Got This"—Adidas sought to bring the message to life in Canada by localizing it with authentic, homegrown stories. The goal? To showcase "The Plus One Effect" —the powerful impact of those who fuel an athlete’s belief in themselves in the face of intense pressure and adversity. Adidas aimed to highlight four Canadian elite athletes and the pivotal figures who shaped their journey. Whether it’s a coach, a teammate, a rival, a city, or devoted fans, a Plus One is that person who believed in them when they needed it most.

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Solution

To localize Adidas' global campaign in Canada, we brought "The Plus One Effect" to life through a lineup of elite Canadian athletes who pushed past pressure and adversity with the support of those who believed in them.
 

• Skylar Park (Olympic Taekwondo Champion)

• Matthew Knies (Toronto Maple Leafs)

• Jonathan David (Canada Men's National Soccer Team)

• Sarah Fillier, Sarah Nurse, Natalie Spooner, Renata Fast
  (Professional Women’s Hockey League)
   

Each athlete sharing a personal and inspiring story to celebrate the power of belief and reinforce Adidas' new positioning: "We all need someone to make us believe, You Got This."