Adidas is leaning into positivity and encouragement in a Canadian adaptation and continuation of a global brand campaign theme.
The 2025 iteration of “You Got This” by AOR partner Salt XC builds on 2024’s global brand campaign and follows Canadian taekwondo champion and martial-artist Skylar Park and Toronto Maple Leafs forward Matthew Knies as they receive small but impactful words of encouragement.
According to Kelly Graham, Adidas Canada’s VP of marketing, the campaign focuses on athletes whose personal journeys reflect the values of resilience, family support and positivity.
The positivity-first approach is informed by brand insights that show four out of five grassroot athletes regularly experience unhelpful or negative sideline behaviours.
Two 30-second spots featuring Park and Knies are part of a larger effort by Adidas to break down barriers in sport and create more inclusive environments where all athletes are empowered – an approach established in a 2023 campaign featuring Canadian women’s soccer star Ashley Lawrence and continued through last year’s global “You Got This” campaign.
Adidas plans to maintain a consistent presence throughout the year, leveraging Canadian athletes alongside a list of global icons including Anthony Edwards, Trinity Rodman, Lamine Yamal and Aliyah Boston as part of the brand’s positivity and encouragement message.
“You Got This,” is tailored to resonate with Gen Z and millennial athletes, parents, coaches and everyday sports enthusiasts and employs a comprehensive 360-degree approach that combines broadcast, connected TV, OOH, PR, digital and social.
Graham says Adidas’s approach builds on previous campaigns and will be amplifying visibility during key cultural and sporting moments.
“Canada’s March activation window coincided with heightened consumer interest in sports and fitness, making it an ideal time to introduce a campaign focused on positivity and sideline support,” Graham says.
The investment in the 2025 “You Got This” campaign is in line with Adidas’s 2024 ad spend, reflecting the importance of the initiative in driving brand awareness and credibility.
“While exact figures cannot be disclosed, the allocation supports a robust mix of media channels, experiential activations and PR efforts to ensure maximum impact across Canada,” Graham says.
MediaCom handled the buy for the campaign and Burson Canada managed public relations.
