The Predator Vs F50 campaign uses the two different football boots Predator® and +F50 TUNIT to identify two unique styles of football. This divides the world of football into two different teams: Predator or F50. Predator embodies teamwork, determination and precision, where as the F50 team favours flair, flamboyance and speed.

Adidas' most integrated campaign to date launched in March 2007 on TV and spectacular outdoor sites across 5 continents and is orchestrated to keep giving the consumer more and different content. The athlete's stories and artwork go out globally using all media platforms including ATL, events, product design, TV programming, mobile, experiential, retail, gamin, music downloads - all supported by global and local PR. Every media channel directs the consumer towards the adidas.com site for a further wealth of documentary and interactive content. To achieve global impact the advertising agency worked closely with partner agencies from across all media fields.