adidas x Sports Direct
adidas has launched their latest limited-edition Predator Boot at Sports Direct, Oxford Street
Campaign refresh in a branded space
We were thrilled to support the launch of the 2025 limited-edition Predator boot campaign at retail. A true icon of the 90s, the Predator football boot has been reimagined for the modern game – and we were proud to help bring its next chapter to life in-store.
Idea
Insight
Rolled out across four UK stores—London’s Oxford Street, Manchester Arndale, Birmingham New Street, and Cardiff City Centre—the Predator performance-enhancing football boot, introduces groundbreaking leather ridges that boosts stability and ball control for both professional and amateur players.
Endorsed by English football star Jude Bellingham, D4R designed an eye-catching Wall Bay display, featuring illuminated column light boxes and dynamic launch zones to maximise promotion and product visibility.
Realisation
Sports Direct continues to serve as a vital partner for adidas, offering exclusive access to limited-edition boot packs available only in their stores. Since the iconic launch of the first Predator boot in the 1990s, the collection has symbolised bold, commanding play—a legacy reflected in its sleek design and echoed through the striking graphics and displays featured from the teaser launch to their main campaign.
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