adidas Predator  /  digital, print & social media

Filmed, edited and produced by SOCCER.COM

With over two decades of history behind it, the adidas Predator is one of the most popular soccer cleats in the sport's history and has become an icon. Worn by stars such as David Beckham, Zinadine Zidane and more, the Predator has been on-pitch during some of the biggest moments in soccer. After discontinuing the Predator soccer cleat silo in 2014, adidas has brought back the widely popular Predator with a modern twist. Predator 18 was born, featuring an innovative, laceless design built for the modern game. To help launch Predator 18, I helped coordinate, manage and produce a multi-channel campaign to make sure that Soccer.com led the way in successfully marketing the new product and drive full price sell-through.

From teasing the product on social media channels to print package inserts to digital takeovers, the adidas Predator 18 campaign included a wide variety of assets all revolving around the history of the Predator and the disruptive nature of the new Predator 18. Various marketing campaign items included: social media teasers, Predator 18 package inserts, product seeding to social media influencers, storytelling video content, 3D social media content and more.

Captured and edited by Daniel Kobin

Although Predator 18 is built on the strong tradition of the Predator name, the Predator 18 was designed and crafted for creative players of the modern game. To help launch the new product in a unique way, I created a variety of 3D social media assets that helped make Predator 18 and @soccerdotcom stand out from the crowd. The result was a variety of short video content with a focus on the Predator 18 in natural environments.

With a focus on social and digital, we linked up with some of the most creative and influential soccer tricks and freestyle accounts in the community to help amplify the Predator 18 message and drive traffic back to Soccer.com. By identifying a handful of larger accounts, we were able to increase our overall social reach and extend the Predator 18 launch campaign. From all traffic driven by the partner accounts, we saw approximately 80% new visitors to Soccer.com.

Created and produced by Swift

To help support the cross-channel campaign, we worked with adidas and Swift to create a handful of unique, video content assets for both Instagram and Twitter. Featuring a "hacked" video style, these assets helped support the disruptive nature of Predator 18 and the entire campaign in the digital space. Assets were dropped into the social schedule outside of normal posting times to help further disrupt the experience.

Created and produced by Soccer.com

While a large focus of the Predator 18 campaign was on digital and social activations, I helped plan and create a four-page print book to be inserted into all outbound Soccer.com orders. Featuring the new Predator 18 "Stadium to Street" range along with detailed information on the new Predator 18 firm ground cleats and its innovation, the inserts helped break through the digital noise and reach over 100k households. 

*Predator styles through fives weeks
**Social impressions from tease through launch day