• ‘You Got This’ campaign is a series of nine impactful 15-second films, each bringing to life an athlete’s personal story of what goes behind disarming negative pressure and focusing on the performance
• Featuring 9 adidas qualified athletes – Nikhat Zareen, Mirabai Chanu, Manika Batra, Lovlina Borgohain, Tajinderpal Singh Toor, Jyothi Yarraji, Palak Kohli, Sumit Antil and Nishad Kumar – who are representing India on the global stage, the films focus on how they activate the backyard mindset and rise above pressure

India, 30^th July 2024: Committed to helping athletes achieve their goals, adidas launches the next chapter of its global campaign ‘You Got This’. The campaign comes together in a series of nine 15-second films that showcase the resilience of athletes and how each of them navigates the weight of expectations ahead of the Paris Olympics 2024. The campaign focuses on helping athletes activate the ‘backyard mindset’ that shifts their focus from negative pressure and invokes a sense of joy for their individual sport.

Set against the song ‘Under Pressure’ by Queen & David Bowie, the ‘You Got This’ film delves into the minds of adidas Olympics qualified athletes Nikhat Zareen, Lovlina Borgohain, Saikhom Mirabai Charu, Manika Batra, Tajinderpal Singh Toor and Jyothi Yarraji, and Para Olympics qualified Sumit Antil, Palak Kohli and Nishad Kumar, showcasing their individual journeys in disarming negative pressure. Over the years, adidas has stood strong with each of these athletes and reinforced its support with the ‘You Got This’ campaign, as they step closer to their dreams.

As they compete on the global stage, adidas aims to reinstill a sense of confidence and motivation among the athletes through its empowering message ‘You Got This’.

Speaking on the new brand campaign, Neelendra Singh, GM, adidas India said, “At adidas, we understand the immense pressure the athletes feel just before stepping onto the global stage. We take pride that our athletes will represent India at one of the most watched events globally and are dedicated to investing in their growth at every stage. Everything we do is rooted in sports and through the empowering message ‘You Got This’, we encourage athletes to ease pressure and just focus on the sport and the joy they derive from it.”

The athlete films will be launched across a diverse range of media platforms to reach consumers across the globe and amplified through retail store activations.

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Bengaluru, 20 June 2024: Aditya Birla Capital Limited, India’s leading financial services conglomerate and the holding company of the financial services businesses of the Aditya Birla Group, has announced its partnership with the Indian Olympic Association (“IOA”) as the Official Sponsor of Team India at the Paris Olympics 2024. This partnership underscores Aditya Birla Capital’s commitment to empowering individuals and communities, reflecting its core value proposition of ‘Enriching Lives. Winning as One’.

Aditya Birla Capital, with its legacy and values derived from the Aditya Birla Group, is a brand that resonates with Trust. As a trusted name in financial services industry, the company has been enriching the lives of millions of Indians by empowering them to transcend their financial goals and aspirations across different life stages. Sports has the unique power to impact changes across the world. In a country brimming with young sporting talent, Aditya Birla Capital recognizes the unifying power of sports.

As the Official Sponsor of Team India at the Paris Olympics 2024, Aditya Birla Capital aims to celebrate this spirit of sportsmanship and deepen its association in the field of sports.

Commenting on the partnership, Ms. Vishakha Mulye, CEO, Aditya Birla Capital Ltd., said, “The beauty of sports lies in its power to transcend boundaries, unite people, and demonstrate the extraordinary limits of human potential and resilience. Olympics is one of the greatest sporting events across the world. We are excited to partner with the IOA and show our support for the Indian contingent at the Paris Olympics. We are proud to support our athletes in their journey to athletic excellence and wish Team India all the very best for an incredible performance at the Paris Olympics.”

Dr. P.T. Usha, President of the IOA, said, “We extend our sincere gratitude to Aditya Birla Capital for their support and belief in the potential of Indian athletes and in the shared commitment to nurturing sporting talent and cultivating role models for India. The growing support from brands and corporate India who understand the pivotal role sports play in our nation’s development, is truly heartening and encouraging at the same time. We look forward to further strengthening our association, as we strive to achieve our collective goals in the journey ahead.”

Mr. Neerav Tomar, MD of IOS Sports & Entertainment – the official commercial agency of the Indian Olympic Association, said, “We are delighted to have Aditya Birla Capital as the Official Sponsor of Team India for the upcoming Paris Olympics. Aditya Birla Capital has been an avid supporter of sports for a long time, and this partnership with Team India for the Olympic Games highlights their dedication to advancing sports in the country. This collaboration aligns with our mutual goal of empowering Team India to reach new heights of success at Paris Olympics 2024.

As a part of this endeavour, Aditya Birla Capital shall be launching an integrated marketing campaign featuring India’s leading athletes who will represent the country at the Paris Olympics 2024. The campaign will encapsulate their inspiring stories of athletic excellence, overcoming tribulations, struggles leading up to the defining moments of pride, and will be amplified across mediums including Digital, OTT, Print, Outdoor as well as social media platforms. Further, the campaign will include brand activations, designed to generate nationwide support for the Indian Olympic contingent.

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