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Creative March Madness Basketball

Adidas & Hailey Van Lith quell the anxieties of college athletes in ‘You Got This’

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By Audrey Kemp, LA Reporter

March 18, 2024 | 7 min read

In a new March Madness-themed campaign, Adidas seeks to help other young athletes overcome self-doubt on the court and remember the joy of the sport. This coincides with the brand’s NIL Ambassador Network surpassing 12,000 student-athletes.

Hailey Van Lith

Hailey Van Lith in Adidas' latest ad campaign / Credit: Adidas

Timed to basketball’s biggest event, NCAA’s March Madness tournament, Adidas has released its newest commercial today starring 22-year-old Hailey Van Lith of the LSU Tigers.

‘You Got This,’ as the campaign is called, aims to rid college athletes of pressures and return to the love and joy of sport.

Set to Under Pressure by Queen and David Bowie, the latest spot starring Van Lith encourages both elite and young athletes to relax, remember that “it’s only a game,” and embrace the lightheartedness and playful essence of sports. The commercial is slated to air during both the men’s and women’s tournaments across broadcast networks and social channels.

“Throughout my journey with the sport, I never shied away from a challenge and that’s made me the competitor I am today,” Van Lith said. “Putting yourself in situations where you’re tested and proving that you can overcome internal or external pressure gives you the confidence to play freely and lean into those competitive moments, like championship tournaments, with eagerness rather than fear. It’s critical to remind yourself that you’ve navigated pressure before and just focus on being the player and teammate you know you can be.”

It builds on a campaign Adidas launched last month, which features top athletes, such as eight-time WNBA All-Star Nneka Ogwumike, and showcases how they handle pressure.

Chris Murphy, Adidas’ senior vice-president of brand marketing, commented: “As athletes navigate high-stakes sports moments throughout their careers, it can be difficult to cope with the weight of expectations. Our focus is helping these athletes re-capture the joy they have playing sports ... With Hailey Van Lith, we’re inspiring the next generation of athletes and helping them get back to why they started playing sports in the first place – to have fun.”

As a part of this campaign, Adidas has shared a two-year update for its NIL network, which gives student-athletes at Division 1 schools a chance to benefit from their name, image and likeness (NIL). Since its inception in March 2022, over 12,000 student-athletes across a variety of sports have participated in the network, earning a percentage of the sales they drive for key products and campaigns.

Notably, university programs across basketball, track and field, soccer and baseball have the highest sports representation across the network.

The success of the network is palpable, with millions of social media impressions driven by student-athletes and positive feedback regarding its role in fostering entrepreneurial growth, according to the brand. Moving forward, Adidas plans to further invest in and refine the network, with a focus on expanding NIL opportunities for student-athletes across the country.

Adidas expands its roster of NIL athletes by welcoming Janiah Barker, Texas A&M Women’s Basketball forward, known for her impressive stats and contributions to her team’s success. Barker, a standout player since her arrival at Texas A&M, joins other recent signings of promising sports talents.

The brand adds that it will continue to partner with universities and student-athletes to showcase their stories, drive long-term equity in sports and innovate new products.

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Creative March Madness Basketball

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