Helping bridge the gap between the boot’s heritage and its dynamic new look and feel, aimed squarely at a modern audience, we told the story of Predator returning to the pitches of London and striking fear into the heart of opponents.
Teaming up with COPA90, we utilised a network of high profile names in London football culture to tease the forthcoming release across a series of enigmatic videos, published on our social channels. From David Vujanic to Hashtag United stars and adidas’ own Tango Squad, we encouraged the stars of the videos to tell a new audience what Predator meant to them, back at the time of its initial release and now.
The campaign was a hit with both our audience and that of COPA90, with the new boot appealing to traditionalists and new football players alike. Predator returned to be one of adidas’ most successful and profitable silos, sitting alongside NEMEZIZ, The X, and a more recently revamped COPA silhouette.