adidas
Keeping the fear fresh

Work Type

In 2017, 20 years after it first appeared, we re-launched the adidas Predator.

The Predator has always promised unparalleled comfort and control, high-tech materials and cutting-edge design. But a true predator’s a threat, not a promise. It’s the threat of total domination. Brutal, savage and merciless. Fear is the key, and we set out to keep that fear fresh.

adidas predator

Our motion content and retail activations are all about the experience, not the features and benefits. Hence the darkness of the physical space and the sense of menace, hence the audio-visual distortion and fragmentation of the video.

It's both animal and technical, highly evolved and primitive, a pin-sharp but fleeting glimpse that became adidas Football's most successful product video release ever.