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adidas - %100 unfair / Paul Pogba, Marc-André ter Stegen, Becky Sauerbrunn and Dele Alli (2020) :60 (Netherlands)

Ever since Nike's "Write the future" upped the ante ten years ago, it's a given that sports shoe ads have to be massively over the top with quick cuts, soccer celebrities, and lots of cool action. This is particularly true for adidas predador, as this shoe once scored a goal in the middle of the oval office back in 1995.

To announce the launch of Predator Mutator, adidas celebrate the ‘unfair advantage’ that the new Predator 20 Mutator will give players. For sneakerheads, it's the new DEMONSKIN innovation, an all-new technology, developed to enhance grip on the ball and maximise control, that makes this shoe so dangerous. A host of Predator players, including Paul Pogba, Marc-André ter Stegen, Dele Alli, Becky Sauerbrunn and even David Beckham make cameos in this fast-paces spot.

The new ‘100% Unfair’ campaign is a 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.

Amsterdam’s TBWA\NEBOKO created the ‘100% Unfair’ campaign, which is a global, 360 marketing push, including a hero film, social campaign, eye-catching print and out-of-home executions, and an epic product film which captured the unfair nature of the Predator boots. 


The campaign rolls out globally including key markets the US, the UK, Europe and Asia.

Client: adidas Football


Director: Daniel Warwick, Biscuit Filmworks


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