Cape Town, South Africa, 14 November 2025 – Today, adidas announces the release of the fifth episode of their brand campaign.
The six-part series explore the stories of athletes and the vital role of positivity from the supporters who shaped their journeys from the sidelines. Their presence changes the game, turning doubt into confidence and pressure into joy.
Building on the success of the 2024 ‘You Got This’ launch, the 2025 campaign highlights the power of encouragement. It reveals that 4 in 5 athletes face unhelpful sideline behavior, which can lead them to leave sports.
Rooted in the universal truth that every athlete needs someone in their corner, the campaign highlights how a strong support system can be the difference between success and self-doubt.
In this latest episode, adidas spotlights South African Terrex athlete Toni McCann, one of the world’s top trail runners, and her mother Carey McCann, her greatest supporter, training partner, and emotional anchor.
Together, they show that in a sport defined by endurance and grit, the most powerful force isn’t always speed – it’s support.
Now based in Annecy, France, Toni trains for some of the world’s most prestigious trail events, with career highlights that include:
Otter African Trail Run (2022) – Winner and then course record holder (4h33m26s)
OCC by UTMB (2023) – Victory in the 55km race, securing her place amongst the global elites
CCC by UTMB (2024) – Champion of the 100 km race on her first attempt
For Toni, 2025 has been one of many highs and lows. Behind the podiums and finish lines is a quieter story – one of sacrifice, emotional endurance, and the unwavering presence of her mother, Carey McCann.
At this year’s Otter African Trail Run, Toni was leading the race when an ankle injury forced her to withdraw. What followed was a moment of grace and resilience that transcended competition.
Instead of stepping away, Toni shifted her focus to supporting her fellow teammates and other runners, embodying the true spirit of community that defines the trail running world.
“Her reassurance of that unconditional love, you can’t replicate that with anything or anyone,” Toni shared after her race withdrawal. “We pretty much both just burst into tears… It’s almost like a release and a sense of relief, that you can share that moment with someone you trust so fully.”
Carey, a trail runner who competed in the Otter Trail herself, was there not just as a spectator, but as Toni’s emotional anchor.
“I love her whether she wins the race or not. I don’t define her by her success, I define her because she’s Toni McCann and she’s my daughter,” Carey said. “I’m the shoulder she can cry on, the hug, the ‘you’re doing great’. I just want to be her mom.”
Their story shows the profound power of having someone in your corner, especially during life’s tougher moments, when their support can be as meaningful as any victory. For Toni, Carey is more than a supporter; she is a mother, a confidante, and a mirror of resilience.
“She gives me a lot of courage to be brave and to try hard. And if I fail, it’s okay. It’s part of the game,” Toni says with admiration.
As Toni continues her ascent in global trail running, her journey reminds us that behind every great athlete is someone who inspires and supports them. For Toni McCann, that someone is her mother.
‘You Got This’ is more than an adidas global campaign; it’s a tribute to the people who make every win possible. adidas aims to spark a global movement of positivity, reminding every athlete that belief starts from the sidelines.
For more information on the adidas ‘You Got This’ campaign, visit adidas.co.za.
To watch Toni McCann`s video, visit adidas on YOUTUBE.
ABOUT ADIDAS
adidas is a global leader in the sporting goods industry. Headquartered in Herzogenaurach/Germany, the company employs more than 62,000 people across the globe and generated sales of € 23.7 billion in 2024.
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In its new global study, adidas reveals the positive behaviors that athletes need from coaches, parents, supporters and teammates to help make them believe You Got This
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adidas wants to help disarm negative pressure in sport by motivating everyone to be a positive influence, as new research shows 4 in 5 athletes often experience unhelpful behaviors from the sidelines
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The brand has created its ‘Sideline Essentials’, five positive behaviors which could help encourage up to 20 million more athletes to play sport more regularly.
