adidas : Predator Mutator Launch

Role: Creative Director, Digital Creative Director, and Concept Lead
Agency: The Marketing Store

In 1994, adidas revolutionised football with the launch of the Predator boot, forever changing the game. Twenty-six years later, they introduced a new Predator for a new generation, enhanced by Demonskin—a groundbreaking material that gave the boot a unique edge. Our challenge was to launch this new Predator in a way that would generate excitement, drive sales, and firmly establish Demonskin’s game-changing potential for footballers across all levels.

The Brief
Our goal was to create an in-store activation at adidas' three flagship London stores that not only engaged consumers but also amplified the hype around Demonskin, positioning it as a material so advanced that it made the new Predator "100% unfair." The campaign needed to spark online buzz, encourage consumers to try on the boot, and convey the sensation that Demonskin was almost alive.

The Experience: A Multi-Sensory Activation

To make the new Predator’s launch unforgettable, we designed a visceral and immersive in-store journey that transformed curiosity into demand. Our activation was built around a series of interactive, digitally-driven installations that invited consumers to engage with Demonskin in unexpected and dynamic ways.

• Launch Zone with Magnetic Ferrofluid: At the heart of the activation was a cutting-edge installation using magnetic ferrofluid—a material that visually mimicked the look and behavior of Demonskin. This display allowed consumers to see Demonskin in motion, creating an impression that it was a living, breathing element.
• Multi-Sensory Booth: Inside this booth, visitors could hear Demonskin in action. Audio elements captured the boot’s fierce energy and tactile feedback, bringing the technology’s powers of “mutation” to life.
• Interactive ‘Mutator’ Experience: Consumers could touch Demonskin through a digital ‘mutator’ experience that highlighted its unique properties and transformative powers.
• Video Walls and Floor Graphics: Throughout the store, large video walls and Demonskin floor graphics directed consumers to key areas, guiding them to try on the boot and explore its full capabilities.
• Timed Trial Game: To showcase Demonskin’s “100% unfair” technology, we designed a physical trial game that challenged consumers to put the Predator to the ultimate test. This timed trial created a sense of competition and urgency, enhancing the hands-on experience.

Social Share and Demand

Every touchpoint—from co-creator photobooths to ‘mutator’ mirrors—was crafted to encourage social sharing, allowing consumers to capture and broadcast their experience on platforms like Instagram and Twitter. The response was massive:

• 1,000+ Consumers participated in our in-store timed trial game, putting Demonskin’s capabilities to the test.
• 10,000 Mentions of #Predator were generated during the activation period, sparking significant online engagement.
• Sold Out in One Week: Due to overwhelming demand, the new Predator sold out within the first week, achieving the biggest sell-through of any football franchise launch in the UK over the past five years.

This activation turned adidas’ Predator launch into more than just a product introduction—it became an unforgettable consumer experience that brought Demonskin’s unique qualities to life and established the boot as a must-have item for footballers everywhere.