Ahead of the Asian Games and Asian Para-Games 2026, adidas has launched “You Got This” – a campaign that puts India’s collective encouragement front and center for its athletes heading into the continental stage.
Link: https://www.instagram.com/reel/DdazUKcP3KB/?utm_source=ig_web_copy_link&stkn=MzRlODBiNWFlZA==
The film centers on adidas athletes Kartik Karkera, Lovlina Borgohain, Sumit Antil, and Simran Sharma as they prepare for competition, with the idea that no athlete competes alone – each carries the weight and warmth of a billion well-wishers. What makes the execution distinct is language: messages of support arrive in Haryanvi, Hindi, Assamese, and Marathi, mirroring the real, regional way India actually cheers for its own.
The timing matters. Coming off a fourth-place finish at the 2026 Commonwealth Games in Glasgow – 39 medals, including 13 gold – India’s athletes head into the Asian Games in Japan (starting September 19) carrying real momentum. Adidas is backing that momentum further, with athletes Niharika Vashisht, Preeti Pal, Damneet Singh, Sarvesh Kushare, Tejaswin Shankar, and Nishad Kumar also competing under its banner.
Bhawna Sikka, senior director – brand at adidas India, framed the campaign as a tribute to the people behind every athlete’s journey – especially in high-pressure moments – and a reminder of what they’re capable of.
At its core, “You Got This” isn’t just a hype reel. It’s adidas positioning itself as a bridge between personal doubt and national belief – helping athletes carry pressure lighter, so they can focus on why they play at all.
