In adidas pitch to Trent, they presented the Predator 24. A 30 year anniversary edition, modern take on early renditions of the boot, reintroducing the iconic tongue. The nostalgia of this brought Trent back to his early years falling in love with football and signing for Liverpool as a kid in 2005. In November, Trent agreed to sign with the brand.

His signing came a month before the on pitch reveal of the Predator, so there became an opportunity to use the product to tell the story of the partnership, particularly as it was so key to it forming.

How could we announce both the partnership, and tease the return of the tongue to the adidas Predator? Using the insights of Trent's love for the boot, how can we make an impact in market?

The objective was to raise awareness of the partnership, and generate buzz of the new predator.

Trent would wear a custom pair of the new Predators in a match for Liverpool, and this would be the first time the boot would revealed anywhere. Opting to go with white with red stripes, it would have great visibility and instantly get fans asking what is Trent wearing? Especially as the public would believe he was still contracted to his previous partner.

We would create a film narrated by Trent that depicted him taking his first steps as a young kid at Liverpool being inspired by the feats of his heroes in 2005 and those boots, to now; Returning to adidas. We would also place an out of home of the creative image on the same day that film goes live.

The film featured insights from the 00s, iconic boots and nostalgic Liverpool moments that we know resonated with the audience.

Before developing the Predator 24, adidas held focus groups with football obsessed teens, and their contracted players. All expressed nostalgia, the tongue and iconic players that have had big moments was what they thought of when thinking about the Predator.

According to the BBC, Grazia, Huffington Post and more, 90/00's nostalgia resonates amongst adidas key demographic. Not just in sport/lifestyle, but music also, with so many hit songs now sampling previous songs that charted in the noughties.

Trent's insight was simple, it's always been adidas. Not just true to him, matches the above and the moments that he recalls will resonate with all Liverpool fans old enough to remember/have been told the story, especially the story of Istanbul in 2005 where Liverpool came back against the odds to win the Champions League. Steven Gerrard and Xabi Alonso were key to this success, and they did this in the adidas Predator.

Man City v Liverpool (average live viewership of 2m in the UK), with a heavy focus on Trent due to his goal.

We achieved 46 pieces of coverage across editorial and social media with a total estimated online reach of 85,919,338 (editorial: 44,142,638 and social: 41,776,700).

The film had organic 13.5m views and 600k+ interactions on adidas' channels. Trent's announcement post alone amassed 740k likes.

Liverpool's Media Wall out of home lived for 2 weeks, and estimates it delivers to 1m+ adults.

The Predator 24 is adidas' best selling boots in 11 years.

The sentiment and coverage reflected great excitement for Trent returning to adidas, and the new Predator boot.

The success of the announcement has culminated in adidas releasing 1000 of Trent's custom Predator 24.

We were able to achieve adidas objectives of driving hype, excitement and awareness of both the partnership, and the new Predator 24.