Campaign Launch

_ adidas x SDI

Goalscoring moments with Predator.

The classic 90’s football boot, Predator, has been reborn for the modern game, and we had the privilege of launching the 2024 campaign into retail with adidas’ Market North Wholesale Activation team.

_Concept Design
_2D Design
_Digital Content Creation
_3D Design
_Technical Design
_Client Service Support
_Project Management


The adidas Sports Direct activation team briefed us to hero the brand-new ‘Predator24’ boot across three UK flagships, providing a series of activations, in-store communications and elevated existing bootwall executions. They asked us to update all existing graphics and lightboxes to bring the Predator 24 campaign to life, applying sustainable materials where possible. Working closely with the adidas team, we were able to deliver a dynamic campaign that disrupted the space, captivated shoppers, and celebrated the launch of the iconic football boot.

Making history with a global brand.


Providing an end-to-end service, we were able to capture the significance of the product launch through motion content and additional graphic elements throughout the efficacious branded space. The exclusive campaign visual, featuring Gabriel Jesus and Alessia Russo, was utilised throughout the executions to hero the boot and call out its performative features whilst celebrating inclusivity within the sport.

Following the initial stages of strategic and conceptual design, our in-house creatives were able to capture the attention of the shoppers through asset creation and visualisation. Bright motion graphics, lightboxes and embossed fixtures provided the adidas brand with the opportunity to demand the space within Sports Direct. With sustainability in mind, eco-friendly materials such as eco boards and sustainable UV inks were used where possible to adhere to adidas’ brands guidelines and their sustainability direction. Our technical development team applied the concept, ensuring a seamless installation and execution of the campaign story.


Upon launch of ‘football’s most iconic boot’, the Predator24 saw a surge in sales, exceeding all expectations. The strong levels of branded takeover within the store provided a seamless customer journey that encouraged customers to unleash their inner predator and created hype around the long-awaited product launch.


"A best in class retail campaign delivered on time in full with D4R, setting new standards for how football campaigns land in physical retail."

Senior Manager - Digital brand activation , adidas