Callum Jackson 

adidas 2024 
Global Brand Campaign 


Chapter 1: Launch of You Got This
Chapter 2: Euro/ Copa
Chapter 3: Olympics

In early 2024, we launched the "You Got This" Global Brand Campaign for adidas, introducing the world to a fresh brand positioning, messaging, and tone.

Rather than promoting unattainable standards of achievement often seen in sports advertising, this campaign shifts the focus—dissarming that pressure, which has led many young people to disengage from sports. Instead, it celebrates the joy, personal growth, and endless possibilities that come with participation.





Chapter 1





   Chapter 2 Euro / CopaLeading up to the Euro 2024 & Copa 2024,
the campaign shines a light on how, alongside
the excitement, international football can bring
an added level of pressure to each player’s game.

All photography is captured in-game and aims
to reframe pressure and focus on the positive
rallying cry ‘You Got This’ as they play as part
of the year’s biggest football tournaments.



   Chapter 3Olympics & Paralympics The final chapter in the 2024 Brand Campaign followed athletes around the globe as they trained and prepared
for the Paris 2024 Olympics.

It explores the moments leading up to the games, showcasing the incredible personal stories from a diverse range of Global athletes. From Noah Lyles racing for a place in history, Sümeyye Boyacı chasing the dream of gold, or France’s  Sasha Zhoya defying obstacles and gravity, the campaign celebrates their spirited attitudes and how they overcome pressure so they can simply
focus on enjoying what they do best.