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We Are Social

adidas

David Beckham: Capsule Collection: The return of an icon

adidas, with David Beckham, brought back it's famous Predator boot after an absence of 4 years.

Disciplines: Advertising/Creative, Digital, Social

Sector: Sports/Leisure

Agency: David Beckham: Capsule Collection: The return of an icon, We Are Social

BITE Insight

When it first launched almost 25 years ago, the adidas Predator football boot was said to have revolutionised the market. And now, after a four year absence, the boot has been relaunched by arguably one of the brand’s most iconic ambassadors, David Beckham.

Working alongside We Are Social, adidas launched the Football x David Beckham Capsule Collection which sees Beckham remaster the adidas Predator Accelerator boot for the Stadium, the Cage and the Street.

Beckham held a principle role in the design of the boot, pulling out the Accelerator as his preferred style and red, black and white as the colours that have held the most importance throughout his football career.

Beckham propelled the Predator boot to fame, wearing it throughout most of his career, including his stint as England captain. In total, his partnership with adidas is one that goes back over twenty years. The heels of each of the styles are emblazoned with the shirt numbers that have defined Beckham’s football career: 23, 32 and the enduring number 7.

About the author

Izzy Ashton, Assistant Editor of BITE, Creativebrief

Izzy is a writer/researcher for BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She keeps abreast of the latest communication, technology and consumer news, and is responsible for conducting interviews with key agency strategists and creatives to gain insight into the most innovative global campaigns.

www.linkedin.com/in/izzy-ashton-950352a7

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