Adidas’ latest campaign, featuring Indian cricket stars like Virat Kohli, Rohit Sharma, and Hardik Pandya, highlights the impact of positive sideline support in sports. Rooted in global research revealing that 4 in 5 athletes face unhelpful behaviors, the campaign encourages motivation and self-belief.
Set to a reimagined version of “I’m Sticking With You” by James Blake, the film showcases how encouragement from coaches, parents, and fans helps athletes overcome pressure. Adidas also introduced ‘Sideline Essentials’ to guide supporters in fostering a positive sports environment.
Neelendra Singh, GM of Adidas India, emphasizes the brand’s commitment to athlete support. The campaign will be rolled out across multiple media platforms and retail activations, inspiring fans worldwide.