adidas Celebrates Rivalry and Respect in Emotional Film Ahead of UEFA Women’s EURO 2025
With the UEFA Women’s EURO 2025 approaching, adidas has released a new film as part of its global brand platform You Got This. The campaign redefines compe
With the UEFA Women’s EURO 2025 approaching, adidas has released a new film as part of its global brand platform You Got This. The campaign redefines competition by highlighting how rivalry and mutual support can drive progress in women’s football.
The Film: Redefining Rivalry
The adidas film flips the traditional concept of competition, presenting rivalry not as a negative force but as a powerful motivator. It features an elite cast of adidas athletes: Aitana Bonmatí, Alessia Russo, Jule Brand, Kadidiatou Diani, Lia Wälti, and Stina Blackstenius. The athletes are shown sharpening their skills through inspiration drawn from one another, rather than in isolation.
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In a standout sequence, Alessia Russo and Aitana Bonmatí engage in a cross-narrative that illustrates how admiration between rivals can fuel game-changing performances. “I consider myself lucky to be surrounded by the best in the world every day,” Russo shares. “My colleagues and peers are a constant reminder that my game is not complete just yet.”
A Message of Support and Competition
Florian Alt, adidas’ VP of Global Brand Communications, explains the campaign’s intent: “Rivalry is often viewed as a negative, but it can be such a powerful driving force. We want to inspire the next generation to see that competition and support can co-exist.”
adidas Commitment to Women’s Football
Beyond the film, adidas is increasing its focus on the women’s game. The brand is providing the Official Match Ball for the tournament—equipped with connected ball technology for the first time at a Women’s EURO. adidas is also supplying kits for six federations. In addition, the F50 SPARKFUSION, launched in June, is engineered for the physiological demands of female athletes.
Looking Ahead to the Tournament
With the UEFA Women’s EURO 2025 in Switzerland approaching, the adidas campaign serves as a rallying cry for players and fans alike. The film reminds the football community that even in competition, players can lift each other up.
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