We've worked with adidas across numerous Predator launches since 2002. However, this year, for the first time ever we were tasked to launch their iconic football boot brand; the adidas Predator, with an all-female cast.

Recognising that women’s football is filled with stereotypes and impossibilities, we wanted to put our female stars at the forefront of the game, shattering stereotypes and positioning the Predator Edge boots as the change agent for all of this. 

So, instead of putting the spotlight on the likes of David Beckham, Zinedine Zidane & Steven Gerrard, the cast featured stars including Wendie Renard, Toni Duggan, Christiane Endler & Abby Dahlkemper. We also ensured that the campaign was largely made and run by female creators. 

The stars can be seen seated on a throne made from the Predator Edge boots, signifying that the new era of Predator has arrived.

A Predator campaign launched with an all-female cast. A line in the sand moment.  

The work is a mix of 2D and 3D work, with the creative taking inspiration from previous Predator campaigns. Fresh creative was delivered across adidas owned channels for the 2 months following the launch.