CONCEPT DEVELOPMENT & STRATEGY | CONTENT DIRECTION & PRODUCTION | ACTIVATION

adidas Football: Predator FW25

The Predator returned in FW25 with one mission: to reaffirm its place as the world’s number one football boot. For decades, Predator has been synonymous with goalscoring, worn by icons who defined the game. This chapter carried that legacy forward by bringing the Score More mindset from elite to everyday football, bringing precision and power into the hands of all players.

The Predator’s return was grounded in the authenticity of the backyard mindset, a celebration of the spaces where football culture truly lives. By showcasing the boot’s relentless goalscoring ability in these environments, we connected Predator’s legacy of precision with the raw, unfiltered spirit of the game.

Predator FW25 returns to reclaim its place as the world’s No.1 goalscoring boot—bringing elite precision and power to everyday players.
The Predator FW25 revival blends backyard authenticity with the boot’s iconic goalscoring legacy, built for players who want to Score More.
Predator FW25 redefines precision, returning with a mission to empower every player—from elite strikers to backyard creators.
Built for goalscorers, Predator FW25 celebrates football’s true culture with a backyard mindset and the boot’s legendary precision.
Predator FW25 channels decades of scoring heritage, returning stronger than ever to put power and accuracy into every player’s game.
From icons of the past to creators of today, Predator FW25 brings the Score More mentality to the spaces where football really lives.
Predator FW25 merges raw backyard energy with elite performance, reaffirming its status as football’s ultimate goalscoring boot.
The Predator is back for FW25—bold, precise and rooted in football’s authentic backyard culture.
Predator FW25 honours its legendary scoring legacy while empowering everyday players with unmatched precision and power.
Advertisement poster for a soccer team called Team Predator, with a starting lineup of five players including Sam, Chize, Bandile, and Edwin, set to play in Cape Town for adidas Football Predator FW25
A man holding a red athletic shoe while wearing a black sports shirt with red accents on a red background. Text at the top says 'TEAM PREDATOR' and at the bottom, it says 'Join the Team Predator Challenge and win a spot on our starting lineup!'
A Peloton-style indoor sports training setup featuring a large digital screen with a red Predators-themed interior, a scoreboard showing 100, a fencing cage with a red bed and black stripes, and a whiteboard with a skill challenge checklist.

The campaign came to life through the Team Predator Skills Challenge - an event that merged grassroots football with the feel of a professional game. Working with some of South Africa’s leading football creators, we built teams in both Johannesburg and Cape Town, each led by a creator captain. The teams were rounded out by two players from an open call, where everyday footballers submitted their best goalscoring clips for the chance to be selected, with the best submissions invited to attend and display their skills live at the event to win a final spot and compete with their team in the final match.

The matches unfolded on a rooftop pitch in Joburg and an ocean-side pitch in Cape Town, where players competed at scoring the most goals across a series of challenges like corner kicks, volleys and rebounds. At the centre was the custom Predator Goal Zone, designed by ThingKing, complete with scoring hoops and a live digital counter.

Surprise guest players added to the atmosphere, as creators, newcomers and fans shared the pitch in the true spirit of Predator.

Cape Town came out on top, with Team Matt and Team Chizé taking out Team Jamie and Team Tumi. The unveiling of the Predator Golden Boot trophy, crafted by KlnMuis, was the perfect finishing touch to the winning team’s celebration.

Soccer players celebrating after winning a match, with one player holding a gold shoe trophy, inside a soccer field.
Soccer field design for the adidas Football Predator FW25 campaign event with three soccer balls on orange cones, goal in background, advertising banners on fence, and a pink digital timer or scoreboard.
Young male athlete in red sports jersey with white stripes standing near red lockers labeled 'Team Jamie' and 'Team Predator', preparing for a game on an outdoor sports field.
A golden-coloured soccer cleat displayed as the award for the adidas Football Predator FW25 campaign event on a reflective surface with a rock underneath, in an indoor or warehouse setting.
Collage of images related to the Predator football team, including footballs, team gear, and game setup at a sports field.
The adidas Football Predator FW25 campaign event set up in Cape Town. Soccer field with netting, four young boys gathered around a soccer ball, banners in the background, and benches along the sidelines with ocean and palm trees beyond.
A soccer player in black and red uniform practicing on the field at night, with smaller inset images of a person in a white shirt and colorful hat kicking a soccer ball and another person in a teal goalkeeper jersey smiling on the sidelines.
A black sign on a green turf surface with the words "Crafted for Goals" written on it, illuminated by sunlight and casting a shadow on the ground.
A collage of Polaroid photos over a grassy background with a pair of bright red Puma sneakers, a DJ setup, and people engaged in various activities. The bottom left corner has the text 'TEAM PREDATOR' and the bottom right corner features the Puma log
A group of athletes in black and red uniforms huddled together in a circle in a team meeting.
Soccer field viewed from behind the goal net with players practicing, soccer balls on the artificial grass, fencing, and a crowd of spectators in the background during late afternoon sunlight.
A group of five soccer players wearing black and red uniforms standing on a field at night, with the words 'TEAM PREDATOR' on their jerseys. In the background, a man with curly blonde hair and a face painted red and black is leaning forward, engaged
adidas Football Predator FW25 campaign event food. A soccer ball hits a tennis racquet against a backdrop with a sign that reads 'PREP' and an image of a woman in a striped shirt. The scene is outdoors with bright sunlight.
adidas Football Predator FW25 campaign event. A DJ performing at an outdoor event, standing behind a Pioneer DJ setup on a stage with a large "PREDATOR" banner, during sunset with a clear sky.
A group of five young men wearing sports jerseys, some in red and one in blue, standing in a circle looking down at the camera with excited expressions. The photo captures their faces from a low angle, creating a dynamic perspective against a dark, n

SEEDING

The seeding stayed true to Predator’s reputation of precision and impact. Lead content creators were invited to a personalised in-store experience, where they received a custom Predator pack and were photographed in an editorial shoot that also fed into campaign content and event décor.

The pack itself followed a tech-inspired design: a premium silver briefcase with the boots inside, along with a personalised Team Predator dog tag and an engraved metal welcome card styled like a military ID. When opened, the case lit up with a glowing tribar light, revealing the boots set in red cushioned inners, presented as both performance gear and collector’s piece.

Collection of soccer equipment and apparel, including red lockers, a silver equipment case, Manchester City branded dog tags, a soccer cleat in a red case, a man in a red jersey reading a locker, and a person holding a silver case on a soccer field.