TBWA New York


To mark the launch of Predator Mutator, Adidas has created a campaign to celebrate the ‘unfair advantage’ that the new Predator 20 Mutator will give players with its new Demonskin innovation, an all-new technology, developed to enhance grip on the ball and maximise control.

The film features appearances from a host of Predator players –including Paul Pogba, Marc-André ter Stegen, Dele Alli, Becky Sauerbrunn and even David Beckham.

Since its inception, the design of Predator has been informed by nature’s most dangerous creatures - symbolic of the powerful and dynamic tendencies that the boot instils in the wearer to give them an advantage over opponents. Taking cues from the extremes of nature.

The new ‘100% Unfair’ campaign is a powerful homage to the original Predator boot and its players. The legacy continues with a new generation of players making their mark: the all-new Predator 20 Mutator will be worn by Paul Pogba, Becky Sauerbrunn, Marc-André ter Stegen and Tessa Wullaert.

Date created: February 2020 2020-02-01T00:00:00+0000
Date published: 12 March 2020 2020-03-12T14:01:01+0000


Project featured: on 19th March 2020

Predator - 100% Unfair


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