Telling the world that we all need someone to make us believe.

80% of kids quit sport by the time they’re thirteen. 

That’s why, for Adidas’ global 2025 campaign, we flipped the brand platform “You Got This” from self-talk to sideline-talk. Turning it into something intimate, honest and human, whether it’s from a friend, fan, or stranger in the stands. 

To bring it to life, we partnered with James Blake, a close collaborator with Crowns & Owls, and reimagined the iconic track “I’m Sticking With You” by The Velvet Underground.

I’ve also never had more hand sweat in my life than when telling world’s best female football to “bring more energy” in her vocal delivery.

Agency: TBWA