ADIDAS

ADIDAS Predator Accuracy

They say the size of a soccer goal was inspired by the space between two trees in Cambridge. Since 1863, players have seen goalposts everywhere — trees, benches, fences, even jumpers for goalposts. To launch the Predator Accuracy, we tapped into that instinct with a teaser campaign. We placed Accuracy Icons across European cities, marking the hidden goals only true players see.

A week later, we revealed the icon as the visual signature of the new boot.

Then our ‘Predator Pro Players’ took it to socials — flashing the icon as a hand gesture after scoring, and posting the hand gesture afterwards with the caption:

“P23. If you know, you know.”