On November 1, 2024, The Hidden Opponent (THO), a non-profit dedicated to supporting athletes’ mental health, announced a groundbreaking partnership with global athletic brand Adidas. This collaboration aims to tackle the often-overlooked issue of mental health in sports and raise awareness for the cause. As part of the partnership, Adidas is not only offering financial and programmatic support to THO but also launching an exclusive line of mental health-themed apparel, including shoes and a hooded jersey.
A Partnership Built on Advocacy
Founded by former Division 1 volleyball player Victoria Garrick Browne, THO has long been an advocate for mental health awareness among athletes. The organization provides resources, support, and advocacy, helping to destigmatize mental health struggles within the athletic community. For Browne, this collaboration marks a monumental step in her mission. “For so long, mental health in sports has been stigmatized, and this partnership with Adidas is helping us break down that barrier,” says Browne. “It’s very special that we’re the first mental health non-profit they’ve done a product collaboration with.”
Apparel with a Purpose
The Adidas x THO collaboration goes beyond just fashion. The new product line, which launched on November 1, includes Adidas-branded shoes and a hooded jersey designed to inspire pride and strengthen the mission of prioritizing mental health in sports. Browne hopes that athletes wearing these products will feel connected to the cause and empowered to join the movement. “I want these items to serve as a source of strength, a reminder that they’re not alone and that THO is there to support them,” she explains.
These items carry more than just a logo—they send a clear message that mental health matters. “When people wear these products, it shows publicly that they’re aligned with this movement and that mental health is a priority for them,” Browne adds.
A Powerful Message
Dr. Arman Taghizadeh, THO’s Medical Director, emphasizes the importance of this partnership, particularly in the athletic world. “Adidas has a big presence in the athletic space and promotes becoming elite, so when they partner with an organization like The Hidden Opponent, it sends a powerful message: if you want to optimize performance, you have to take care of your mental health,” he says. This partnership aligns mental health with athletic excellence, reinforcing the idea that caring for the mind is integral to physical performance.
Expanding Programs and Education
In addition to the apparel line, Adidas has also provided funding to support THO’s programs. This funding will help THO expand its outreach and educational workshops aimed at helping athletes cope with stress, manage emotions, and prioritize mental well-being. Earlier this year, THO hosted a workshop during NBA All-Star weekend, focusing on mindset and mental health. With Adidas’ support, THO plans to expand these educational events to reach more student-athletes in the coming year.
“Through this collaboration with Adidas, we are looking to expand those educational opportunities to really impact as many student-athletes as possible,” says Browne. Suzanne Potts, THO’s CEO, highlights the gap between awareness and action in sports when it comes to mental health. “Athletic directors and coaches are increasingly seeking resources to support their athletes, but there’s still a gap between awareness and action. We hope to bridge that gap by bringing more education and connection to the athletic community,” she shares.
A Cultural Shift in Mental Health
The partnership with Adidas is more than just a corporate collaboration—it represents a cultural shift in how mental health is viewed within sports. “When a brand like Adidas speaks up, people start listening,” says Potts. “They’re more willing to be educated and take action.” Adidas’ involvement brings much-needed visibility to the mental health conversation in athletics, helping to reduce stigma and normalize discussions about emotional well-being.
The Adidas x THO collaboration serves as a visible reminder that athletes are not alone in their mental health journey and that prioritizing mental health is crucial for long-term success. “This collaboration is really making sure that athletes out there feel supported,” says Browne. “Together, we’ll be able to advocate for more accessible mental health resources in athletics, which is so urgently needed.”
Looking Ahead
As 2024 draws to a close, THO remains committed to expanding its programming, and the Adidas partnership will continue to play a pivotal role. In the spring of 2025, THO and Adidas plan to release a new product line, continuing to raise awareness and foster a culture of care in the athletic community.
Dr. Taghizadeh sums up the essence of this partnership: “With this partnership, Adidas is showing that we need to invest in people. By doing that, their performance in sport will take care of itself.” Through this groundbreaking collaboration, Adidas and THO are making a bold statement that mental health matters, both on and off the field.
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