Adidas Local Brand Campaign FY25
THE Approach
Navigate Doosan’s History by carefully selecting moments that feels universal to all baseball fans, avoiding storylines that could spark heavy fan backlash. focus on local baseball traditions like dugout rituals, chants, and the irreplaceable catcher–pitcher bond — moments all fans recognize. hone in on korean fan culture: Korean sports fandom is defined by 떼창 (mass chanting) — fans singing player-specific songs together to carry players through moments of pressure. anchor the emotion to this and show how “belief” transfers from the stands to the field. maintain Adidas’s global sonic and visual DNA — ensure that “You Got This” in Korea feels distinct yet seamlessly part of the worldwide platform.
The Brief
for 2025, adidas wanted to add depth to their “You Got This” global narrative, continuing their efforts in disarming negative pressure around sports and athletics. this year’s campaign lensed various athletes around the world and their respective supportive characters who help make them believe in their sport. for korea’s market, adidas partnered with Doosan Bears of the national korean baseball league, but bringing with it, its cultural implications; while Doosan has one of the most passionate fanbases in Korea, their legacy also brought potential sensitivities around how the campaign would be received by their own fans and the wider sports community in korea.
