Reading Time: 1.5 min.
He sucks! Is that why they took her to compete? Stinks! Can you imagine hearing these and similar phrases after you and your family dedicated a lifetime to discipline and only being judged for a few minutes or even seconds?
When we talk about athletes, it is common to assume that we are talking about superhumans or demigods whose bodies and life must always be in the best conditions. So, it is ok for us to demand 100% of their performance in each competition.
Thinking about that, Michelob Ultra presents its new campaign, Under pressure. The campaign goal is to raise awareness about the enormous demands on athletes and how, sometimes, it can affect their mental health.
Under pressure is a campaign that aims to redefine the preconceptions of well-being. It breaks its paradigms and proposes enjoyment as a liberating factor from the stress that culture, the media, social networks, and the sports industry exert on athletes. It invites us to reflect on the problem and take responsibility in this context. And to be aware that mental health is as important as physical health, and success is only worthwhile if you enjoy the journey.
Renowned Mexican athletes such as soccer player Memo Ochoa, swimmer Joana Jiménez, diver Diego Balleza, gymnasts Rut Castillo and Isaac Nuñez, tennis player Renata Zarazua, boxer Alan David Picasso, baseball player Japhet Amador, fencer Diego Cervantes, and the diver Arantxa Chávez, have joined Michelob Ultra in this campaign. They share how each one has experienced pressure several times throughout their careers and how it has influenced their mental health.
Mental health experts point out the importance of surrounding athletes with a team that drives them from self-reflection, where they recognize their faculties to turn them into strengths. In this way, it will be unlikely that frustration will rule your life, constantly undermining your mental health.
When athletes are oriented to focus on growth and not on results, they develop an ability to confront obstacles from power and not from their difficulties. They learn that obstacles are symptoms of life because, in our flaws, we find humanity.
Michelob Ultra has always emphasized the value of maintaining a balanced life where making sacrifices is part of the formula for success. But having moments of relaxation and socialization is just as important. Under this premise, the brand has endorsed throughout its history that in any discipline, including sport, it’s only worth it if you enjoy it.
Under pressure is an invitation to reflect on this problem and take responsibility in this context, knowing that living in balance means taking care of both physical and mental health.
Learn more at Michelob.
Share
Images
Michelob, Statement.