In 2011, adidas launched the adiPower Predator. Available in the striking colours of orange, black and white, this model was distributed exclusively through the INTERSPORT chain of stores in Europe.
The special feature: five "lethal zones" to improve your game in any situation. The objective: position the adiPower Predator as a shoe for perfect ball control.
IDEA AND IMPLEMENTATION
FIVE ZONES. FIVE PLAYERS. FIVE VIDEOS.
adidas testimonials, in the form of five fun and light-hearted viral videos featuring de Kuyt, Kakà, Müller, Martin and Montolivo, were the solution for Panama. Each video focuses on a specific zone and features a different player.
For example, de Kuyt converts shots thanks to the "sweet spot". Kakà hits balls with millimetre accuracy with "drive". Müller masters the perfect ball reception with "first touch". Montolivo has perfected the short pass game with "pass & control". And Martin finds his way around all obstacles with "dribble".
Each player represents a specific "lethal zone" - and actively involves consumers by asking them about their own "lethal zone",
IN ADDITION TO THE 5 VIRAL VIDEOS, PANAMA ALSO DEVELOPED PRINT, RETAIL, ONLINE AND PR ACTIONS, AS WELL AS SHORT VIDEO INTERVIEWS WITH THE PLAYERS
ADIDAS, INTERSPORT AND PANAMA ALL SCORED HIGHLY WITH CONSUMERS. WITH A CAMPAIGN THAT POSITIONED THE ADIPOWER PREDATOR PERFECTLY.
AND: IN ITALY, THE MONTOLIVO AD IS EVEN SHOWING ON TV.