"Summer of Sport Anthem Film"

25 July 2024

75s

Under Pressure

The first event of the Paris Olympics and Paralympics took place this week, with Adidas and Nike competing in the quest for the most memorable brand anthem film. Partizan’s Matt Baron has directed Adidas’ contender, which features international athletes tuning out the noise and finding their flow state.

Soundtracked by a Bowie/Queen classic, the ad utilises visual metaphors for regaining mental perspective, with the first section in a black and white 4:3 aspect ratio, before the frame floods with colour and widens out.

The spot is part of the brand’s motivational global campaign; ‘You Got This’ by TBWA\Neboko Amsterdam. With narration including lines like “it’s only talk… it’s only pressure”, the film is distinctly different in tone from Nike’s edgier approach. Though this perhaps makes it a more well-rounded piece of sports branding, the nature of competition ultimately wins out, and it has to be said that the Swoosh has exhibited a punchier performance than the Stripes.

Global

Sportswear