PROJECT 02 / 03


Predator 20 Digital Engagement

Unleashing Predator to a new generation

Predator 20 Mutator with DEMONSKIN, the all-new technology designed for football boots to enhance grip on the ball and maximise control. For 2020, Adidas engaged in an international partnership to manage the digital side of their campaign to unleash Predator to a new generation through product landing pages, e-commerce sites and more. Adidas knew they had to create something completely different, go beyond evolution and innovate to bring the Predator franchise back to its core philosophy of giving those who wear it an unfair advantage over the opposition.




Lead Product Designer

Art Director


Digital Campaign Engagment

Web (Desktop, Tablet, Mobile)


Social Media

CRM Emails





Unfair advantage from an iconic brand

Adidas has a clear mission - competitive advtantage. Their largest target market of 20-29 year old athletes, who are passionate about sports, and the next generation athletes of 14-19 year olds, are looking for that advantage to help them excel in their passion. Striving for innovation and ‘Creating the New’, Adidas introduced DEMONSKIN, made up of a textured spike layer.

Based on years of data-based research and testing, DEMONSKIN was developed to give the wearer an advantage over their opponent. Using these insights, Adidas challenged us to launch the digital side of their 100% UNFAIR global campaign, generating hype to capture their target markets through Predator’s core philosophy.

defining the opportunity

Hype. Drop. Sustain.

Adidas products are some of the most anticipated products in the world. To generate excitement, social engagement, and intrigue, we launched the digital campagin over three key phases; Hype, Drop, Sustain. By intentionally not revealing much at the beginning we could increase customers curiosity and peak their anticipation during the tease phase.

The drop phase coincided with launch events, advertisements, social and retail experiences to drive customers in-store and online to campaign landing and product detail pages. When the dust of the initial hype settled, the sustain phase was focused on educating customers the benefits of DEMONSKIN technology and driving them to the product landing pages.

“ The most successful footwear launch of any brand in the last 5 years ”


Product sold out across Europe

The revolutionary Predator 20 DEMONSKIN technology and 100% UNFAIR campaign that featured some of football’s biggest names such as Paul Pogba, David Beckham and Deli Ali generated so much hype that the product sold out across Europe. Predator 20 products quickly became some of the most desirable footwear of 2020.

The digital campaign was responsible for driving people to the site with a +58% increase in product landing page views, +14% increase in product detail page views, +106% quality site visits and +10% social impressions.

*If you would like more information on the processes behind the scenes, such as research, workshops, information architecture, wireframes, testing and much more, please get in touch.
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