It’s a crisp morning in Madrid, and the energy on set is electric as Jude Bellingham strides in, wearing his signature Adidas tracksuit.

The 21-year-old football prodigy is here to shoot for Adidas’ latest campaign, Under The Tongue, a concept aimed at uncovering the untold stories of their athletes — the moments, motivations, and mantras that drive them to greatness.

The campaign’s theme resonates perfectly with Bellingham, who has become a global sensation, known not only for his extraordinary skills on the pitch but also for his maturity and grounded personality. Today, he’s not just showcasing boots; he’s sharing the heart and soul of his journey.

The Concept

Under The Tongue revolves around the small, often overlooked details of a footballer’s gear — the inscriptions, messages, or mementos hidden on the underside of their boots’ tongue. For many players, these personal touches are a source of motivation, a nod to their roots, or a way to carry their loved ones onto the field.

For Bellingham, the phrase etched under his boots is simple yet powerful: “Family First.”