Adidas Icon Son Heung-Min Surprises London Youth Football Club with a Message of Confidence: "You Got This"
Adidas is on a mission to change the game—both on and off the pitch—by highlighting the power of positive sideline support. With new research revealing that 4 in 5 athletes frequently experience unhelpful behaviors from coaches, parents, supporters, and teammates, the brand is taking action to shift the narrative.
To bring this vision to life, adidas teamed up with football icon Son Heung-min for a surprise pitch-side visit in London, reinforcing the belief that the right kind of encouragement can make all the difference.
Son Heung-min Inspires Young Athletes in London
As part of adidas’ ongoing commitment to fostering positivity in sports, Son Heung-min visited Harris Academy in North London, joining forces with the Kinetic Foundation to inspire the next generation of footballers. His presence wasn’t just about motivation—it was about demonstrating the positive sideline behaviors that can keep athletes engaged and confident in their game.
During the session, Son put adidas’ newly developed ‘Sideline Essentials’ into action, showcasing five key behaviors that can help athletes break through self-doubt and stay in the game:
Stand by their side – Offer encouragement to help break a negative mindset.
Let players play – Sometimes, saying less and showing support through gestures like clapping is more effective.
Game plan gestures – Use predetermined signals to help athletes stay focused.
Focus on effort, not outcome – Celebrating effort builds confidence and long-term improvement.
Be the support act – Post-game discussions should prioritize encouragement over immediate analysis.
By applying these behaviors, adidas aims to disarm negative pressure and create a more uplifting sports environment—one that encourages up to 20 million more athletes to continue playing regularly.
Addressing the ‘Sideline Effect’
Adidas’ global study, surveying over 12,000 athletes across 24 countries, highlights the impact of both negative and positive sideline behaviors. Many well-intended actions, like excessive coaching from the sidelines or overanalyzing performance, often backfire—leading young athletes to feel pressured rather than supported. To counter this, adidas developed ‘Sideline Essentials’ in collaboration with sports psychologists and athletes, including Aitana Bonmatí, Anthony Edwards, Aliyah Boston, Jürgen Klopp, and Lamine Yamal.
Son Heung-min, reflecting on the significance of sideline support, shared:
“Over 90 minutes of football, there are highs and lows—so in tough moments, even the smallest bit of support can make the biggest difference. Knowing someone believes in you—whether it’s a coach, a teammate, or a close friend—gives you the confidence to play freely and enjoy every moment. The right kind of encouragement is incredibly powerful, and adidas’ ‘Sideline Essentials’ is a great reminder of what truly works to help athletes unlock their potential.”
James Fotheringham, co-founder of Kinetic Foundation, also emphasized the importance of this initiative:
“Through football, positive change can be created. Seeing our young athletes receive sideline support from an icon like Son Heung-min will have a lasting impact. We’re excited to incorporate ‘Sideline Essentials’ into our program, helping young players develop both on and off the pitch.”
A Commitment to Future Generations
The youth training session at Harris Academy was part of adidas’ ongoing partnership with the Kinetic Foundation, reinforcing its mission to keep the next generation of athletes engaged in sports. Moving forward, the foundation will implement ‘Sideline Essentials’ to ensure players receive the support they need to believe in themselves—because sometimes, a simple “You Got This” can change everything.
