The sports market in China is incredibly competitive, with global brands investing heavily and local players offering great value and a sense of national pride. ADIDAS wanted to use its new brand platform to stand out, create conversation, and strengthen its sports leadership.

The brief was to create a simple but impactful campaign that captured the “You Got This” spirit for Chinese audiences.

The story of Yugouliang is an impactful way to show sports enjoyed without pressure. This led to widespread media coverage. Despite no media spend, the total owned media reach was 100K+ with 3.8K engagements in only seven days. In PR, there were 12.14 million impressions worth 4.8 million RMB. The out-of-home campaign generated an exposure of 3.2 million in only 7 days. The response was overwhelming with comments like “everyone has the right to enjoy sports” “I hope that everyone, whether ordinary or extraordinary, love sports" “While all sports brands are busy with promoting ‘brand’, ADIDAS hasn't forgotten about the essence of ‘sports’. To get people talking about ADIDAS and sports again was precisely the objective of the campaign. The story of Yugouliang is just a starting point. ADIDAS will continue to celebrate other authentic sports stories to inspire a broader audience.