My Unfair Advantage: a tale of the unexpected for adidas Football

Our Work

“Through sport, we have the power to change lives.”

That’s the mantra that adidas have lived by for many years, providing a support network for its fans around the globe.

In our work with adidas Football, We Are Social Sport has always endeavoured to instil this thinking into every piece of content that is created. The same goes for our latest project, My Unfair Advantage, a long-form four-part content series that celebrates the resilience of global football stars to inspire the next generation of athletes.

The first of the videos, featuring David Beckham, is now live on adidas Football’s global YouTube channel and takes a deep dive into one of the most poignant moments of the icon’s career. Within the four-minute clip, emotion is in abundance as he talks through the dark moments of his crucial sending off against Argentina at the 1998 FIFA World Cup.

Designed to show our athletes in a light that has never been seen before, this first instalment allows Beckham to banish his demons from that infamous evening in Saint-Etienne, and open up about how he overcame the darkest moment in his career before establishing himself as one of England’s best ever footballing exports.

The experience was made possible courtesy of the incredible access provided by adidas throughout the project, allowing We Are Social Sport to continue developing new ways to inspire future generations through player-led storytelling. Proving to the next generation of athletes that they can turn any obstacle they face into their own unfair advantage.

The next three videos in the series – featuring some of adidas Football’s biggest stars within the men’s and women’s games – will be released on the brand’s YouTube and Instagram TV platforms in the coming months.

Check out The Drum and Sport Industry for more on the campaign.


Gianluca Freschi is Senior Account Manager at We Are Social Sport