adidas: The Super Bowl Winning Throw | 6th Hashtag Sports Awards

adidas: The Super Bowl Winning Throw

We Are Social US Sport

The 6th Annual Awards

Nominee ✨
  • Best Advertisement: 60 Secs and Under
  • Best Branded Content



We took the new adidas brand campaign to Sphere with Patrick Mahomes during the pinnacle of American sports viewership. Using innovative technology and a social-first strategy, we captivated an audience of over 123 million, highlighting adidas' ability to alleviate pressure for athletes in critical moments.

How does this represent “Excellence in Engagement”?

This campaign extends far beyond achieving its objectives; it acts as a powerful catalyst in reshaping the landscape of sports marketing for the next generation, placing an emphasis on play and joy. It will inspire the industry to push the boundaries of sports marketing. Through the strategic utilization of cutting-edge technology, athletes like Patrick Mahomes can focus on what they do best. This work stands as adidas’ most-viewed post ever, underscoring its profound impact on digital engagement.

We employed a forward-thinking approach to athlete representation, using innovative technology in securing the world’s largest media spot. The campaign boldly confronts the negative narrative around sports pressure, resonating deeply with Gen Alpha and Gen Z audiences. By leveraging the Super Bowl stage and imparting the empowering message “YOU GOT THIS”, adidas showcases the profound impact of spreading positivity.



Committed to pushing the boundaries of sports marketing and reshaping the narrative around high-pressure athlete moments, we embraced the challenge of launching a campaign featuring adidas’ star athlete for the Super Bowl, without disrupting his incredible season.

Amidst a sea of mundane campaigns launched on Sphere, our solution was clear: hack the Super Bowl to elevate the experience and leave a lasting impact that reached far beyond football’s biggest stage.


Strategy & Execution

Against the backdrop of the Super Bowl in Vegas, we seized the opportunity to spotlight Patrick Mahomes before the big game, overcoming having limited access to the athlete. With the Chiefs advancing through the playoffs, we applied a focused effort, achieving in just one month what would typically demand six.

Leveraging cutting-edge technology, a curated collection of assets, and a trained body double to emulate Mahomes’ actions under his own throwing coach’s guidance, we perfected his every move. This innovative approach allowed us to exert substantial influence quickly, amplified by a social strategy that not only took the internet by storm, but also led Sports Illustrated to declare that Adidas upset Nike in winning the Super Bowl, solidifying our dominance in the week’s headlines.

Our social-first approach transcended the conventional game of catch, immersing Mahomes into a virtual world to engage in a symbolic game with his younger self, on the grand stage of Sphere. Captivating Gen-Alpha and Gen-Z audiences, our campaign reshaped the negative narrative surrounding sports pressure in a completely contradictory environment. By strategically leveraging the Super Bowl stage, we unveiled adidas new campaign message, ”YOU GOT THIS,” set to the iconic Queen and Bowie anthem, ”Under Pressure.”


  • adidas
  • We Are Social US Sport
  • EssenceMediacom
  • Hill & Knowlton
  • The Mill


  • Patrick Mahomes


Jas Dhami
VP of Sports & Streaming
We Are Social + Narrative

Matthew Walker
Group Creative Director, Sports
We Are Social + Narrative

Melissa Recine
Director of Production
We Are Social + Narrative

Sasha Mariano
Art Director
We Are Social + Narrative

Matthew Waheibi
Sr. Producer
We Are Social + Narrative

CJ Thomas
Creative Director
We Are Social + Narrative

Jessica Méndez
Art Director
We Are Social + Narrative

Gabrielle Kessler
SVP, Brand Experience
We Are Social + Narrative

Reed Congdon
Associate Account Director
We Are Social + Narrative

Julien Llerena
We Are Social + Narrative

Loraine Miranda
Sr. Project Manager
We Are Social + Narrative

Briann Benali
Influencer & Brand Partnerships Lead
We Are Social + Narrative

Jered Thorp
Managing Editor North America Newsroom

Matthew Schade
Director, Social Strategy, Newsroom

Jocelin Shalom
Director of Brand Communications, Horizontal, Womens, Purpose

Trent Yarnell
Sr. Brand Communications Manager

Mackenzie Harrington
Senior Manager Brand Communications, Horizontal

Jordan Lichty
NBA / NFL Sports Marketing

Makeda Njie
PR Director, US Newsroom

Jessica Perrin
Director, Brand Media Strategy & Operations

Will Unterreiner
Executive Producer
The Mill

Bethan Thomas
VFX Producer
The Mill

Andrew Proctor
Creative Director
The Mill

Sarah Marikar
VFX Supervisor
The Mill

Schalk van der Merwe
Head of 2D
The Mill

Jennifer Ribeiro
SVP, Consumer Brands
Hill & Knowlton

Stefen Lovelace
VP, Consumer Markets
Hill & Knowlton

William Yeo
Account Manager, Sports Communication Specialist
Hill & Knowlton

Pedram Torbati
Hill & Knowlton

Davey Varela
Group Director

Celebrate in NYC

Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.