Ralph Lauren | RALPH

BUSINESS BRIEF

Attracting and targeting America’s growing urban street culture to Adidas as the leader in soccer and Adidas has a product to prove it, the Predator Precisions shoe. The campaign should work globally as well.

CREATIVE SOLUTION

Using graffiti styled illustration with little or no text that can be displayed via gorilla style with wheat pastings, stickers, and large murals in urban settings and arena’s. Capturing the raw, hard-edge, and expressive energy that this unique shoe will deliver. Working with the top soccer players that reflect this products unique charecteristics. David Beckman and Zinedine Zidane were immediatly hired.

THE RESULT

Adidas Predators were launched – part-rubber, part-Kangaroo leather boots that would shake up the game as we knew it. Every football kid and adult was aware of the Predator, and either owned, or dreamed of owning the magical ‘boots’.

The Predator Percision and campaign helped redefined an industry, and changed football and its culture forever.