Welcome to the weekly digest of the most talked about stories from adidas News.
We unveiled the next chapter of our global brand campaign, which looks to inspire the world of sport to help make athletes believe You Got This. In a series of films featuring Aitana Bonmatí, Aliyah Boston, Anthony Edwards, Lamine Yamal, Trinity Rodman, and other athletes around the world, we focus on the relationships between friends, families, coaches and teammates that help drive optimism and positivity with their sideline support.
With the ambition to inspire others to offer the right support to the athletes, we created a set of guidelines on how to switch to positive behaviours, called the “Sideline Essentials”. Developed together with sports experts and validated through research surveying over 12,000 athletes across 24 countries, it could help encourage up to 20 million more athletes to play sport more regularly.
On the pitch, we continue to equip some of athletes with the best products: the latest F50 Messi ‘La Vida Rapida’ boots will be worn exclusively by Leo and 10 of the world’s top young players. As we support them on and off the pitch, we say goodbye to the one who leaves the pitch as a legend: the Real Madrid and Brazil football icon, Marcelo announced his retirement in an emotional moment for the fans around the
world.
In cricket, we welcomed Indian cricket star Rishabh Pant to the adidas Family who looks forward to empowering the next generation of athletes and making a meaningful impact in the world of sports; and in trail running, a new athlete and new energy as we welcomed Hannah Allgood, a professional trail runner, a coach and physical therapist, who helps runners move better and go further.
From off-road terrains to the world of gaming: adidas kicks have been launched in Fortnite. In a major milestone for adidas in-game presence, the fans have a chance to purchase the first three styles in the Fortnite shop until February 15, with new releases coming regularly. Watch this space.
Thank you for reading.