Adidas has released a new advertisement celebrating Portuguese goalkeeper Diogo Costa’s heroics in their Euro 2024 penalty shootout victory over Slovenia. The advert features a portrait photo of Costa with the caption “Save the best for last” next to the Adidas logo.
The advert references Costa’s crucial saves in Portugal’s 3-0 penalty shootout win in the last 16 of Euro 2024. The game had finished 0-0 after extra time, forcing penalties to decide the winner. Costa was called upon to make three saves in the shootout, denying Slovenia’s first three takers – Josip Ilicic, Jure Balkovec and Benjamin Verbič.
Ronaldo, Bruno Fernandes and Bernardo Silva all converted their spot kicks to put pressure on the Slovenians. When Costa saved Stojanović’s penalty, Portugal booked their place in the quarter-finals. Silva scored the winning penalty to spark jubilant celebrations. The Manchester City man later said “Diogo was the hero, without his saves we wouldn’t have made it through.”
The Adidas advertisement pays tribute to Costa’s Man of the Match display between the posts for Portugal. At just 24 years old, he’s already establishing himself as Portugal’s first choice goalkeeper after playing a vital role in their Euro 2024 success so far. By denying Slovenia’s first three penalty takers, Costa truly did “save the best for last” and ensure Portugal progressed in the tournament.
The new Adidas advert will raise Costa’s profile further, spotlighting his ability to perform under immense pressure of a shootout situation. It’s a bold statement of intent from the sports brand to associate themselves with an emerging star like Costa following his shootout heroics for Portugal.
