Adidas Just Gave Us the Most Human Ad of the Year

Emotional, specific, and curiosity-driven. Appeals to readers who want more than just product-driven campaigns.

Author

Javier García
July 04, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Adidas – You Got This (2025)

In January 2025, adidas rolled out its “You Got This” campaign across multiple touchpoints—including high-impact billboards at the Mall of the Emirates, digital screens during the Dubai Marathon, social media, and a music partnership on Anghami. Centered around two female friends supporting each other before a race, the campaign highlights sport’s emotional side with the line: “We all need someone to make us believe.”

Key marketing lessons

• Humanise performance: Instead of showcasing products, adidas spotlighted emotional support among athletes—making the brand feel empathetic and relatable.
• Be multichannel, be bold: From OOH to music streaming, the consistent slogan and imagery reinforced the message across every consumer moment.
• Focus on local relevance: Tailoring the campaign to runners in Dubai (e.g., featuring AR runners, women empowerment) turned a global message into a personal one.
• Spark camaraderie: Showcasing friendship over competition invited audiences into a story they could root for—not just a brand to buy from.

Adidas' “You Got This” shows that when you forefront connection and empathy, even high-performance sports brands can land messages that stick—turning campaigns into communities.

Adidas – You Got This

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Weekly Tip

Audit Your Bio

Your bio is often the first thing people read—but rarely the first thing you update. A stale or vague description can cost you attention.

• Make your value clear in one sentence
• Use keywords your audience actually searches for
• Include a subtle CTA if space allows (like where to go next)

A strong bio works like a headline: fast, focused, and worth clicking. Keep it fresh and aligned with your current goals.

Weekly Challenge

Voice Note Engagement

This week, connect more personally with your audience using voice:

• Pick five followers who often reply to your Stories or comment on posts
• Send each of them a short voice note—thank them, answer a question, or ask how things are going
• Make it natural, not scripted, and avoid pitching anything
• Track replies and note how many continue the conversation

Voice builds real connection. Even one solid exchange can turn a follower into a fan.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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