Adidas has unveiled a spirited new campaign film that brings together two of its most iconic athlete ambassadors — global football legend Lionel Messi and NFL superstar Patrick Mahomes — in a playful yet powerful display of competitive drive. Part of the brand’s global “You got this” platform, the campaign celebrates how peer motivation can elevate athletic performance, even among the world’s best.
In the newly released spot, the two athletes go head-to-head in an intense treadmill showdown. What begins as a casual jog soon escalates into a high-octane duel, with Messi and Mahomes egging each other on in a game of escalating speed and willpower. Cheered on by their wives, Antonela Roccuzzo and Brittany Mahomes, the scene turns humorous as both stars swat each other’s hands away from the speed controls, underscoring the idea that greatness thrives in good company.
Directed by Ryan Booth, and creatively helmed by Mark Fitzloff and Rob Palmer, the ad will run throughout 2025 across adidas’ global platforms, from social media to broadcast.
Speaking about the campaign, Messi emphasized the importance of shared belief: “Whether I’m playing for my club or my country, I always feel the weight of responsibility. Mahomes and I may come from different codes of football, but our passion is the same. The support from fans is más que palabras — more than words — and this campaign is a reminder that belief drives us all forward.”
Mahomes echoed the sentiment: “In sport, and in life, you don’t succeed alone. You need people who push you, believe in you, and stand beside you. Working with Messi was an honour — it shows how far we can go when we lift each other up.”
The campaign builds on adidas’ “You got this” initiative, which launched earlier this year with a strong focus on positive reinforcement in sport. Based on a global study of over 12,000 athletes across 24 countries, adidas highlighted what it terms the “sideline effect” — the impact that coach, teammate, and parental behaviour has on athletes’ motivation, mental well-being, and performance.
Findings revealed that four in five athletes regularly encounter counterproductive feedback from their sideline supporters, often in the form of excessive coaching, score obsession, or post-game dissection. In response, adidas rolled out its “Sideline Essentials” toolkit, developed in partnership with sports psychologists and endorsed by figures such as Jürgen Klopp, Son Heung-min, and Aitana Bonmatí. The guidelines aim to transform sideline culture from high-pressure to high-support, aligning with the brand’s message that belief starts with encouragement.
The launch also reflects a broader trend among global sportswear brands investing in emotionally resonant storytelling. In March, PUMA debuted its boldest campaign to date, “Go Wild,” a movement focused on instinctive expression through sport. Meanwhile, in February, Nike returned to the Super Bowl stage after 27 years with “So Win,” a defiant, female-driven spot that spotlighted athletes like Caitlin Clark and Sha’Carri Richardson, challenging outdated gender norms in sports marketing.
Adidas’ latest effort, by contrast, harnesses the universal appeal of camaraderie and shared purpose, proving that even elite athletes like Messi and Mahomes are at their best when they push — and believe in — each other.
