Amelie Exton worked closely with the team at TBWA in Amsterdam to concept, craft and edit the pitch winning 2025 “YOU GOT THIS” global brand strategy and campaign film.
Having won the competitive pitch, the film was revealed at the internal ADIDAS GTM. The mood, heart, energy and soul from the pitch film was developed into the final campaign film work by Crown&Owls, which rolled out globally featuring an array of ADIDAS talent including Anthony Edwards, Trinity Rodman, Aitana Bonmatí, Aliyah Boston and Lamine Yamal.
The iconic song ‘I’m Sticking with You’ by The Velvet Underground, masterfully reinterpreted by James Blake, serves as the soundtrack.
Pitch Film:
Creative Directors — Thomas Jullien, Dan John, Christian Lopez
Global Brand Lead — Caroline Jackson
Art Director — Alex Rigby
Edit Support — Thomas Schenk, Bill Johnstone
Campaign Film:
Crown&Owls
“Everyone needs someone to help make them believe “You Got This.” The next chapter of ADIDAS global brand campaign supports the continued ambition to help disarm negative pressure in sport. Underpinning the rallying cry of “You Got This,” the campaign shifts focus to the importance of positivity in sport and the pivotal role that parents, coaches, teammates, and friends play from the sidelines in supporting athletes at every level.”
