Adidas’ creative direction shows it understands motivation

Two sports brand behemoths, Nike and Adidas, are growing more philosophically distinct. Oana Leonte, founder of Unmtchd, examines their unique messaging.

For decades, Adidas and Nike have spoken the same language: one of ambition, perseverance, and pushing the limits of human performance. Their brand slogans reflected this ethos: Nike's iconic ‘Just Do It’ was a call to action, a challenge to push harder, while Adidas' ‘Impossible is Nothing’ urged athletes to defy their own perceived limits.

But something interesting has been happening at Adidas. 

Last year, the brand made a subtle yet powerful shift in its messaging. Gone was its high-pressure mantra, and in its place was a gentler, more encouraging phrase, ‘You Got This’. It marked a pivot from pressure to positivity, from external expectation to internal belief.

And now, with its latest campaign, ‘We All Need Someone to Make Us Believe’, Adidas has fully embraced this new brand positioning. This isn’t just a tagline swap; it’s a strategic evolution that could reshape how sports brands connect with consumers.

A more realistic take on ‘motivation’

Created by Johannes Leonardo, the agency behind some of Adidas’ most compelling recent work, the ‘We All Need Someone to Make Us Believe’ campaign reinforces the idea that motivation isn’t always self-generated. The ad highlights the power of collective belief: coaches, teammates, mentors, and even friends who push us forward when we doubt ourselves. 

Instead of telling athletes to dig deeper on their own, Adidas is positioning itself as a supportive partner, whispering, “We believe in you, until you believe in yourself.”

This shift stands in contrast to Nike’s enduring brand philosophy. Nike’s messaging champions individual grit, speaking to athletes who are already self-motivated and striving for excellence. Adidas, on the other hand, acknowledges that sometimes, belief has to come from the outside before it can take root within us.

Adidas embraces its roots

What makes this shift feel so authentic is that it aligns with Adidas’ true heritage. Unlike Nike, whose brand identity is steeped in individual achievement, Adidas has always been a team sport brand at heart. Its legacy is built on football stadiums, basketball courts, and relay races. They’ve outfitted the world’s greatest teams, both in professional sports and cultural movements. Its biggest moments have always been collective, not just individual.

With this new brand positioning, Adidas is leaning into what it has always been best at: ‘Less pressure, more progress’, ‘Less competition, more community’. Less “go harder” and more “keep going”. It’s not a departure from its past, but rather a return to its roots, and one that feels more relevant in an era where athletes and everyday people alike are looking for support, not just challenges.

Oana’s take

Personally, this advert resonates in a big way. I’ve never been the person who can simply ‘just do it’ on my own. I need accountability, a workout buddy, a coach. Someone to remind me that I can when I think I can’t. And I know I’m not alone in this.

Adidas' new approach speaks directly to the reality that motivation often comes from community. 

It acknowledges the human side of performance: the setbacks, the doubts, and the power of encouragement. In doing so, the brand has positioned itself not as a demanding coach but as a reliable training partner.

So, is Adidas on its way to becoming our ultimate workout buddy? I think it just might be.