Unleashing Predator to a new generation
Client
Adidas
Role
Lead Product Designer
Art Director
Deliverables
Digital Campaign Engagment
Web (Desktop, Tablet, Mobile)
Ecommerce
Social Media
CRM Emails
App
Markets
Global
Adidas
Lead Product Designer
Art Director
Digital Campaign Engagment
Web (Desktop, Tablet, Mobile)
Ecommerce
Social Media
CRM Emails
App
Global
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.
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 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.