Callum Jackson 

Info

adidas 2025
Global Brand Campaign 

We All Need Someone To Make Us Believe

Building on the foundation of our 2024 global brand campaign, our 2025 vision shifts the focus from individual sporting experiences to the people who uplift, support, and inspire us—our "plus ones". These can be parents, coaches, communities, or even rivals—the unsung heroes who make the journey in 
sport more meaningful.

To bring this to life, we captured real stories from some of the world’s top athletes and their "plus ones", offering a fresh perspective on their lives beyond competition. Instead of showcasing them in their usual sporting environments, we revealed a more personal, emotive, and relatable side—highlighting the moments that truly shape them.