We connected each boot in the range to a specific predator and put consumers eye to eye with the world’s most dangerous animals. We developed 14 photorealistic 3D animated predator eyes, which we used as banners and full-page takeovers on international e-retailer websites - peering at users as they scrolled by. In the online experience each eye was the gateway to a different boot. The eyes were also used in print, at events and on digital signs at football matches. We also created an interactive shop window installation in which the eye followed people passing by using Microsoft Kinect technology.

People interacted almost 4 times longer with the boots than normal. The interactive experience was the most-visited online product experience for adidas Football ever.