adidas set out to reintroduce Predstrike as more than a performance update, positioning it as a cultural reboot of one of football’s most iconic boots. Rooted in Predator’s 30-year legacy, the project balanced modern innovation with nostalgic cues drawn from revered early-2000s models. At the heart of the launch was the return of the elasticated fold-over tongue, a defining symbol of the Predator’s peak cultural era.

Our objective was to create a launch moment that honoured this heritage while reasserting Predator as a statement of identity, confidence and modern football swagger.

The creative concept leaned into nostalgia as a living force rather than a retro exercise. A hero film anchored the launch, framed through stacks of CRT televisions referencing broadcast culture, legacy media and football’s shared visual memory. These screens looped Predator graphics, logos and campaign lines including “crafted for goals” and “the tongue is back”, reinforcing both product truth and cultural significance.

Trent Alexander-Arnold fronts the piece, initially holding the boots in-front of the TV stack, before the camera moves through the screens into on-pitch training sessions, positioning the televisions as conceptual portals between eras.

The adidas Predstrike campaign helped re-establish Predator as a symbol of identity, swagger and footballing confidence, not just performance. By blending nostalgia, contemporary players and cultural storytelling, the campaign resonated across generations and elevated the boot beyond equipment into a statement piece. adidas praised the originality of the execution and its ability to seamlessly connect player, product and concept, supporting a high-impact launch that drove cultural relevance, demand and renewed energy around the Predator franchise.