Among Gen Z, interest in competitive sports has been waning, largely due to the pressure they face. In response, adidas and Reddit partnered to ease this burden and help reestablish a deeper connection with this audience. But how could we craft a partnership that reminded Gen Z athletes that sports are ultimately just about enjoying the game, not the overwhelming pressure?
We saw an opportunity in partnering with adidas’ rising roster of sponsored young athletes, who could serve as relatable figures for our audience. Our goal was to humanize their experiences and, through authentic conversations, deliver the “You Got This” message to Redditors in a meaningful way.
To engage with Gen Z authentically, we tapped into the personalities of adidas’ younger athletes across a variety of sports. We brought these athletes directly into Reddit’s most personal and interactive spaces—through an exclusive and first-of-its-kind AMA (Ask Me Anything) experience featuring traditional and video elements. Featuring athletes like Rome Odunze and David Njoku from the NFL, Catarina Macario from women’s soccer, and Aliyah Boston from the WNBA, we curated a diverse mix of voices and perspectives that spoke to both the pressures and the joy of pursuing athletic careers.
Each AMA served as an opportunity to dive into athletes' personal lives and struggles, providing a genuine window into how they handle pressure. These athletes shared the highs and lows of their journeys, emphasizing the importance of balance, support, and self-care. It was a challenge to ensure that these conversations felt authentic and unforced, by ensuring that the athletes answered a mix of these questions–showing all aspects of themselves. It created a space for both young athletes and fans to learn from their experiences and find joy in sports.
The campaign’s impact was measurable and significant:
Media wise – With our most recent AMA ranking as one of the highest-performing sports-related AMA’s on Reddit in 2024, engagement levels far exceeded expectations. This resulted in a noticeable lift in both brand association and favorability, outperforming other campaign elements run on the platform.
Audience wise – The connection we forged between adidas’ athletes and the Reddit community helped Gen Z athletes feel seen and understood, achieving our objective of reducing the pressure they feel while reconnecting them to the joy of sports. This initiative showed that by leveraging authentic conversations with relatable role models, we could drive meaningful change for both the brand and the community.
