With Scotland preparing to step onto football’s biggest stage for the first time in almosy 30 years, adidas unveiled “Choose Scotland”, a campaign that feels as much about national identity as it does football. Centred around Scott McTominay, the film comes just ahead of Scotland’s opening FIFA World Cup 2026 opening match and serves as a celebration of the passion, resilience and humour that have long defined Scottish football culture.
For a nation that has waited decades to return to the World Cup, the campaign lands at a moment of genuine optimism. Scotland’s qualification for the tournament marked one of the most significant achievements of the Steve Clarke era, and few players have embodied the journey quite like McTominay.
Scott McTominay Takes Centre Stage
At the heart of the campaign is the Napoli midfielder, whose rise from Manchester United academy graduate to Scottish football icon has been one of the defining stories of recent years.
McTominay famously chose to represent Scotland through his family heritage, a decision that forms the foundation of the campaign’s narrative. adidas builds the story around the concept of choice, encouraging supporters to embrace Scotland with the same conviction that McTominay showed when committing his international future to the Tartan Army.
The film follows the midfielder as he prepares to leave Naples and join up with the Scotland squad ahead of the tournament, reflecting on both his personal journey and the significance of representing the nation on football’s biggest stage.
“Representing Scotland is always a huge source of pride for me,” McTominay explained. “To be part of this adidas campaign that celebrates the choice I made, the country and our journey towards the World Cup is really special.”
The midfielder has become a symbol of Scotland’s resurgence under Clarke, scoring crucial goals throughout qualification and developing into one of the squad’s most influential leaders both on and off the pitch.
Inspired by Trainspotting
What makes “Choose Scotland” particularly distinctive is its inspiration. Rather than taking the traditional route of football advertising, adidas draws heavily from the cultural legacy of Trainspotting, one of Scotland’s most influential works of modern literature and cinema.
The campaign features appearances from Trainspotting author Irvine Welsh, Scotland captain Andy Robertson and global music star Lewis Capaldi, whose voice guides viewers through the film.
Capaldi’s narration is accompanied by Iggy Pop’s iconic Lust for Life, instantly evoking memories of Danny Boyle’s 1996 adaptation of Welsh’s novel. The result is a campaign that feels unmistakably Scottish, blending football with wider cultural references that resonate far beyond the game itself.
Welsh described football as being intertwined with Scottish identity, community and resilience, themes that have defined both the national team’s journey and Scotland’s wider sporting culture for generations.
Capturing The Spirit of The Tartan Army
Throughout the film, adidas focuses on the emotional connection between the national team and its supporters. Rather than presenting Scotland as tournament favourites, the campaign leans into the underdog mentality that has long characterised the country’s relationship with international football.
There is a sense of collective belief running throughout the film, an acknowledgement of past disappointments paired with renewed optimism about what might be possible this summer.
That spirit has become synonymous with the modern Scotland team. Since qualifying for UEFA Euro 2020 and UEFA Euro 2024, the national side has rebuilt its connection with supporters, creating one of the most passionate fan cultures in international football.
The Bicycle Kick That Changed Everything
The campaign concludes with one of the defining moments of Scotland’s qualification journey: McTominay’s spectacular bicycle kick, a goal that has already secured its place in Scottish football folklore.
The strike not only helped Scotland on its path to qualification but has since been immortalised through a mural overlooking Hampden Park, serving as a permanent reminder of a campaign that reignited belief across the country.
Scotland’s World Cup Challenge Awaits
The campaign launches just days before Scotland begins its FIFA World Cup 2026 campaign in the United States. Drawn in Group C, Steve Clarke’s side will open against Haiti in Boston before facing Morocco and five-time world champions Brazil.
While progressing from the group will be a significant challenge, Scotland arrives at the tournament with confidence and momentum. The squad combines experienced leaders such as Andy Robertson and John McGinn with a new generation of talent, spearheaded by McTominay, who has arguably enjoyed the finest season of his career.
Having partnered with the Scottish Football Association since 2010, adidas has accompanied the national team through some of its most important modern moments. With ‘Choose Scotland’, the brand has delivered a campaign that feels larger than football itself.
adidas Celebrates Scotland’s World Cup Return with the “Choose Scotland” Campaign
