Less Yelling, More Winning: adidas Coaches the Coaches

by Dara Morgan

Less Yelling, More Winning: adidas Coaches the Coaches

19 Feb 2025

adidas, purveyor of iconic stripes and occasional football miracles, has decided that winning is not just about speed, skill, and expensive boots — it is also about what happens on the sidelines. In its latest campaign, the brand has turned its attention to the forgotten art of encouragement, revealing how an ill-timed shout or a misplaced silence can make or break a future star. Because, as it turns out, athletes don't perform at their best when someone is yelling about their missed penalty from the stands.

The sideline effect: A study in how not to be that person

adidas' latest global study — because every good movement needs a solid set of stats — surveyed over 12,000 athletes across 24 countries. The results? A staggering 9 in 10 athletes in the UAE and Saudi Arabia have had their confidence dented by unhelpful sideline behaviour. These moments of ‘support’ often include classic faux pas such as:

— Scoreboard shouting — Because clearly, players were unaware they were losing until you reminded them.

— Standing back — A tactical retreat when things go south, otherwise known as ‘abandoning ship.’

— Focusing only on the outcome — Forget the journey, only the trophy matters!

— Videogame coaching — Issuing step-by-step instructions as if the athlete is a PlayStation character.

— Post-game analysis overload — Because what every player wants after a tough match is a forensic breakdown of their every misstep.

Enter: The Sideline Essentials

To counter this epidemic of well-meaning but disastrous sideline behaviour, adidas has teamed up with sports psychologists, legends like Jurgen Klopp, and its A-list athlete roster to develop ‘Sideline Essentials’ — a five-step programme to stop sports supporters from inadvertently turning into overzealous reality TV judges.

These essentials aim to shift the narrative, focusing on the power of positivity. And, according to adidas’ research, if just one of these positive behaviours were adopted en masse, it could encourage up to 20 million more athletes to play regularly. That is a lot of potential future superstars who might otherwise have been scared off by one too many post-match monologues.

Stars step up: Lamine Yamal and the power of positivity

Barcelona and Spain’s young prodigy, Lamine Yamal, has thrown his weight behind the campaign, crediting his success to the unwavering support of his family, teammates, and community. He knows first-hand how much belief from those around you can transform pressure into performance. And if he can say that while playing under the weight of sky-high expectations at the age of 16, then the rest of us should probably take notes.

A global push for better sidelines

adidas is not just stopping at slogans and feel-good messaging. The brand is taking these Sideline Essentials to the people, with grassroots activations and surprise appearances from sports icons on local pitches. The goal? To create a sporting environment where encouragement is constructive, support is genuine, and nobody mistakes coaching for competitive yelling.

As Florian Alt, Vice President of Global Brand Communications at adidas, put it: "This campaign is about showing how small shifts in behaviour can have a monumental impact on athletes. We want to inspire and equip everyone involved in sport to be a force for good."

It is a simple concept: positivity wins games. So, next time you find yourself on the sidelines, take a deep breath, offer a well-placed ‘You got this,’ and resist the urge to conduct a tactical seminar mid-match. Your future sporting greats will thank you.

by Dara Morgan