For decades, Adidas and Nike spoke the same language. A tone of voice that’s driven by intensity, competition, and the relentless pursuit of greatness. When the game is on the line, Adidas pushes us to go beyond with “Impossible is Nothing” while Nike challenges our idea of struggle with “Just Do It.”The message was clear: work harder, push further, and prove yourself.
But it wasn’t until last year that Adidas switched lanes—something that would surprise marketers like you and me.
Adidas revealed its new tagline, “You Got This,” emphasizing its shift towards the collectiveness and support aspect of high-intensity sports.
Whether you think this is the right move or not, let’s take a look at the insight behind Adidas’s shift and why this move could be “just right” for the European-rooted sports brand.
From Pressure to Positivity
The most dominant sports brands of the 21st century have operated on a singular marketing belief: the best way to motivate people is through competition. The messaging was built on pushing limits, embracing struggle, and proving doubters wrong.
Nike’s “Winning Isn’t for Everyone” campaign and Adidas’s “Impossible Is Nothing” reinforced the idea that success belongs to those who work the hardest, push the furthest, and refuse to quit.
But with “You Got This”? The tone softened. The message changed. The focus isn’t just on the star players sweating it out on the court—it now highlights the bench players, the coaches, and the people behind the scenes who are cheering them on.
And with their latest campaign—“We All Need Someone to Make Us Believe”—it’s clear they’re fully embracing a new era of motivation. The tone has shifted from external pressure to internal support. From “prove yourself” to “we believe in you.”
And that’s not just a marketing shift—it’s a cultural one.
Community Over Competition
Adidas made this shift because it recognized a major cultural change. The world is moving away from glorifying individual struggle and towards valuing collective strength.
This insight is driven by key societal changes marketers need to know:
👟The rise of collaboration over competition
From social movements to workplace culture, there’s a growing preference for purpose-driven, community-focused environments. LinkedIn’s workplace learning report found that employees now value mentorship and team-based achievements more than competitive career progression. People are less drawn to cutthroat ambition and more to shared success.
👟The pandemic’s lasting impact
COVID-19 forced people to rethink their priorities. It highlighted the importance of support systems, mental health, and collective resilience. Consumers now seek brands that align with these values.
👟Consumers expect brands to foster connection
A survey by Sprout Social revealed what consumers want from brands in today’s divided society. People increasingly see brands as community builders, valuing those that create meaningful relationships and engagement rather than just selling to them.
Adidas is just one of the latest to recognize that perhaps the most powerful form of motivation today isn’t just about competition—it’s about support, belonging, and lifting each other up. Is this the shift the sports industry has been waiting for, or is there actually more to the story?
Why This Move Just Feels Right (for Adidas)
While this shift feels like a departure from the past, it’s actually a return to Adidas’ roots. Unlike Nike, which built its identity around the lone athlete, Adidas has always been about team sports and collective achievement.
Don’t believe me? Here’s why this new tagline makes perfect sense:
A Legacy of Building Communities
Adidas has a long history of investing in grassroots sports, from constructing football stadiums to sponsoring relay races and street basketball courts. Their success has always been tied to building spaces where people come together.
A Deep Connection to Team Sports
While Nike is closely associated with individual dominance (think Michael Jordan, Kobe Bryant, and Serena Williams), Adidas has always had a stronger presence in Europe, where teams in the Euroleagues prioritize teamwork over superstar-centered isolation play.
Whether it’s partnerships with athletes, artists, or cultural movements, Adidas has always embraced collaboration over competition. Their latest campaigns simply reinforce what they’ve always stood for, turning their underlying identity into a strategic marketing advantage.
What This Means For You
Adidas went beyond just identifying this cultural shift; they embraced it by returning to their European team-based roots. Unlike American leagues, where individual superstars dominate, European football and basketball emphasize cohesion, tactical play, and shared success.
Would an athlete like Kobe Bryant, known for his 1-on-1 individual play, thrive in the EuroLeague’s pass-heavy, team-first system? Maybe, maybe not.
But one thing’s for sure—Adidas has turned what has always been in its DNA into a strategic marketing advantage. And that’s the real lesson here: cultural context is one hell of a weapon, if sharpened enough.
I’ve seen this type of success firsthand:
👉 Over 2,000 businesses skyrocketed their sales and drew in more customers JUST from tapping into the power of their local community👈
That’s exactly what we help brands do. With our social media management services, we help craft strategic content creation and management that speaks to your community as if we’ve already been part of it for decades.
And if you’re trying to cement your place with your local community, Jumper Local can help you claim the #1 rank on Google Maps so your community sees you first—before anyone else.
So, in a world where connection and collaboration are becoming the driving forces behind success, is Adidas ahead of the game? Or is Nike’s individual-driven approach still the ultimate formula for motivation?
