Belief doesn’t always come from within.

Sometimes it comes from someone standing on the sidelines.

After launching You Got This the year before, we wanted to evolve the platform from an internal feeling into something that came from the people around us. A teammate. A parent. A friend. A fan.

That became the campaign platform: We All Need Someone to Make Us Believe.

We shined a light on the other side of sport that often goes unnoticed. The sidelines, the stands and bleachers. The place where belief from others becomes self-belief.

To bring it to life, we enlisted James Blake to remix The Velvet Underground’s I’m Sticking With You.

The campaign was ideated in Amsterdam before being brought to life through shoots around the world, featuring Anthony Edwards, Lamine Yamal, Trinity Rodman and everyday athletes. It then spread across the globe as local markets put their own spin on it. From India to Japan to Greece. From tennis to cricket.

A truly global campaign borne from a universal truth.

This brief brought me back to being a kid, literally in my backyard playing rugby with my cousin, and believing I could conquer the world. It’s a universal truth that I felt deep in my soul.