We explored young athletes’ struggles and mindsets to help Adidas support their mental and physical wellness.
The challenge
COVID-19 left young athletes in lockdown, cut off from coaches and peers, with fewer ways to stay in shape. Adidas wanted to understand the links between sport and mental health, and asked us to explore young Chinese athletes’ growth, struggles and mindsets.
Our approach
Over a two-week online community with video and written tasks, plus in-depth interviews, we built trusting relationships with 10 young athletes. We followed their motivations, training memories, defining moments, coping mechanisms and support systems, giving Adidas a snapshot of the community’s needs to shape how it promotes mental health.
The result
A new role for Adidas as a companion that supports athletes side by side, in a positive and encouraging sporting environment. It shows in Adidas’s February 2022 partnership with 18-year-old Olympic snowboarding champion Su Yiming, and in campaigns for emerging sports such as flying disc and skateboard video challenges.
