The launch of the Predator boots required to craft a narrative that took into account both the audience (Gen Z) and the brand’s global ambition (relaunching Adidas’ most iconic football franchise).

To connect with our audience, we envisioned a blockbuster short film inspired by the Marvel superheroes Universe - the hero of our story (and its superiority over every other football boot) was shown as a superpower, and our hero assets (professional footballers like Paul Pogba or David Beckham) became superheroes the moment they wore them. We then added a tension arch to it, based on the idea that the boot being an unfair advantage could end football as we know it.

‘100% UNFAIR’ was conceived as a transmedia campaign, with a content strategy approach that considered each player as a media channel and delivered on dozens of touchpoints across film, social media, local activations and in-store experiences, running for global markets including US, UK, Europe and Asia.