In this episode of Predictable B2B Growth, Javier breaks down Adidas’ Backyard Legends World Cup campaign and explains why this 5-minute ad is a masterclass in storytelling, positioning, attention, and brand-building.

The campaign features Timothée Chalamet, Lionel Messi, Bad Bunny, Lamine Yamal, Jude Bellingham, Trinity Rodman, David Beckham, Zinedine Zidane, and Alessandro Del Piero. But the reason it works is not because Adidas stacked the ad with celebrities.

It works because Adidas built a legend.

• A rumor.
• An undefeated local crew.
• A guide.
• A challenger team.
• Nostalgia.
• Stakes.
• Cultural relevance.
• And a story people immediately want to repeat.

Javier connects the Adidas campaign back to a bigger problem in B2B marketing: too many companies position themselves as the hero. They talk about their product, their website, their team, their features, and their company updates — while the customer gets pushed to the side.

The best brands do the opposite.

• They make the customer the hero.
• They become the guide.
• They create stakes.
• They build belief.
• They tell a story the market wants to carry for them.

In this episode, Javier covers:

• How Adidas used rumors and folklore to create instant attention
• Why Timothée Chalamet works as the guide, not the hero
• How the local crew became more interesting than the global celebrities
• Why nostalgia only works when it serves the story
• What B2B brands can learn from Adidas about positioning and narrative
• Why long-form content works when the story earns the audience’s time
• How to make your product feel natural inside the customer’s world
• Why the strongest brands create belief, not just awareness

If you’re a founder, marketer, revenue leader, or B2B executive trying to build a brand people remember, this episode is a reminder that great marketing still comes down to one thing:

A great story, told well.

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