adidas celebrates power of competition in new UEFA Women’s EURO 2025 film

By: 90min.com Posted On: June 28, 2025 View: 1

Ahead of UEFA Women’s EURO 2025, adidas has unveiled a new campaign film that celebrates the role of competition as a catalyst for growth – showing how support and rivalry can coexist at every level of the women’s game.

The short film is the latest installment in adidas’ global "You Got This" campaign, which promotes positivity, support, and resilience in sport.

This time, the spotlight is on elite players in the women’s game, including Aitana Bonmatí, Alessia Russo, Jule Brand, Kadidiatou Diani, Lia Wälti and Stina Blackstenius.

Aitana Bonmati, Kadidiatou Diani. / adidas

The video flips the traditional idea of rivalry on its head, suggesting that mutual respect between opponents can help unlock new levels of performance. One of the standout dynamics is between Russo and Bonmatí – rivals on the international stage who use each other’s excellence to elevate their own game.

“For us as professionals, competition is huge in everything we do, and personally, it’s a constant source of learning,” said Russo in a press release.

“I consider myself lucky to be surrounded by the best in the world every day while playing for my club and country. My colleagues and peers are a constant reminder that my game is not complete just yet, and that wouldn’t be possible without competition.”

The wider "You Got This" campaign, launched in 2024, aims to reframe how athletes experience pressure by focusing on the value of encouragement from teammates, coaches, family, and fans.

Earlier iterations featured stars such as Lamine Yamal, Trinity Rodman, and Anthony Edwards. More recently, a playful spot starring Lionel Messi and NFL quarterback Patrick Mahomes saw the two athletes face off in a treadmill challenge – pushing each other to go faster, while reinforcing the campaign’s core message of uplifting competition.

Whether celebrating women’s football, cross-sport camaraderie, or rising stars on the global stage, adidas continues to affirm through "You Got This" that athletes thrive when rivals inspire – not divide.