A bespoke branded pinball activation built for the Adidas Predator Edge 2022 launch, putting the boot's legendary power and swerve technology directly into the hands of football fans, one high score at a time.
Adidas was refreshing the legendary Predator boot for 2022 with a significant technological upgrade new engineering designed to help players strike the ball harder and swerve it to the top of the net with greater precision. The challenge was to communicate these performance features in a retail environment where a product sitting on a shelf tells only half the story.
The activation needed to do two things simultaneously: highlight the Predator Edge's specific technical features power and swerve and engage an audience of football fans in-store in a way that felt exciting, competitive, and unmistakably on-brand. A standard display or video loop would not cut through. The experience had to be something fans actively wanted to participate in.
“We needed fans to feel the Predator Edge, not just see it. The game made the boot’s story impossible to ignore and impossible to walk away from.”
Adidas Brand Activation Team
The activation didn't just showcase the Predator Edge it became the most talked-about moment in the store. Fans who stepped up to play stayed far longer than any standard retail interaction would have held them. The competitive high score mechanic created a self-sustaining engagement loop, with visitors returning throughout the day to reclaim the top spot.
By embedding the boot's core message power and swerve into the DNA of the game itself, the activation communicated the Predator Edge story subconsciously and memorably. The launch didn't feel like a product promotion. It felt like an event. And that distinction is exactly what made it work.
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