adidas aimed to refine Pogba’s positioning and communicate around his return to professional football, while using the moment as a broader brand statement aligned with the “You Got This” platform.

Pogba’s comeback represents more than football performance: it embodies resilience, authenticity and self-belief, values that resonate strongly with Gen Z and beyond. By showing Pogba not as someone seeking to prove critics wrong but as someone reconnecting with himself and the joy of the game, adidas can strengthen its positioning as the ally that helps athletes overcome pressure on their own terms.

We created an intimate and cinematic film portraying Pogba in authentic, human moments of transition at training that symbolize his reset. The tone avoided spectacle and over-dramatization, focusing instead on simplicity, sincerity and Pogba’s natural charisma. The creative assets culminated in a powerful return announcement amplified globally, reinforcing adidas’ “You Got This” message as a celebration of positivity, resilience and self-belief.