adidas x Sports Direct

The core objective was to implement a comprehensive update of graphic and digital content to promote the high-stakes “Predator or F50” campaign. This project was uniquely challenging because it departed from the standard format of focusing on a single silo; instead, it required a “choose one” narrative that placed two iconic boot styles in direct competition. D4R was responsible for the technical artworking and engineering required to adapt these global visuals into existing store templates, bootwalls, and launch zone plinths across 13 distinct retail footprints.

Our strategy centred on maintaining a strict balance between the two competing products to ensure the campaign’s integrity. The visual identity relied on a vibrant red and green colour palette, utilising a distinct gradient to create a clear division between the Predator and F50 zones. We leveraged a mix of materials, including magprints, acrylic, and Foamex boards, alongside updated digital content for tickers and launch zone screens to drive consumer engagement. By focusing on technical realisation, we bridged the gap between complex global marketing assets and the practical requirements of a fast-paced wholesale environment.

Executing the rollout between the 8th and 15th of January, our teams completed all graphic and marketing updates on schedule across the full 13-store estate. The final installation successfully captured the competitive spirit of the Predator or F50 campaign through cohesive player-focused graphics and precision-engineered plinth treatments. By delivering a high-quality result under tight deadlines and strict brand guidelines, we met the client’s KPIs for consistency and visibility, further strengthening our long-standing relationship with the adidas marketing team.