Adidas Predator Edge: Breaking Stereotypes with IoT
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case is Adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. Headquartered in Herzogenaurach, Germany, Adidas is the largest sportswear manufacturer in Europe and the second-largest in the world. The company is known for its innovative and high-quality sports products. In this case, the focus is on their iconic football boot brand, the Predator. The Predator has been a popular product line since its launch in 2002, and the recent launch of the Predator Edge marks a significant shift in the brand's marketing strategy.
The Challenge
Adidas, a globally recognized sports brand, has been launching its iconic football boot brand, the Predator, since 2002. However, the challenge in the recent launch was to break away from the traditional male-dominated narrative and spotlight the growing influence of women in football. The company recognized that women's football is filled with stereotypes and perceived impossibilities. The task was to shatter these stereotypes and position the Predator Edge boots as a change agent. The challenge also included ensuring that the campaign was largely made and run by female creators, a significant shift from the usual practice.
The Solution
Adidas decided to launch the Predator Edge with an all-female cast, a first in the history of Predator launches. The cast included renowned female football stars such as Wendie Renard, Toni Duggan, Christiane Endler, and Abby Dahlkemper. The campaign creatively positioned these stars seated on a throne made from the Predator Edge boots, signifying the arrival of a new era of Predator. The campaign was a mix of 2D and 3D work, taking inspiration from previous Predator campaigns. Fresh creative content was delivered across Adidas-owned channels for two months following the launch. The campaign was a significant moment, drawing a line in the sand and marking a shift in the narrative of women's football.
Operational Impact
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