THE RETURN OF FOOTBALL'S MOST PROLIFIC ICON WITH THE David Beckham Capsule Collection.

OVERVIEW
Four years after snatching the iconic Predator boot line-up away from adoring fans, adidas decided to bring the legend back. If there's one man that can handle the trust and expectation of generations to deliver when a re-release, then it's David Beckham.

To celebrate the twenty-plus year partnership between the Three Stripes and Beckham, we decided to launch the capsule collection with a long form documentary video, a limited run of printed books, and a launch event in London.

ROLE
Copywriter/Creative Direction

CREATIVE DIRECTION
Ian Hutchison

PRODUCT DESIGNER
Nathan Thompson

PRODUCTION
We Are Social

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LAUNCH
David Beckham took the stage for an extra special question and answer session with Senior Designer Nathan Thompson and Tango Squad London member, Lucas Siqueira, which was hosted by Maya Jama. Walking throughout the set, you'd discover every iteration of Beckham's boots, accompanied by a story that was close
to Beckham and his playing history.

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ACTIVATION
We partnered with the adidas Tango Squad (a street squad) to join Becks for a 5-vs-5 to put the boots through its paces.

We also tapped into football's most-loved social accounts to get some skin in the game, offering them a chance to ask Becks a few questions about Predator and what the Capsule Collection means for football.

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© 2021 CONRAD THERON
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