Documentary
Adidas’ documentary about its Predator football boots set to premiere on 11 December
MUMBAI: When did a scruffy pair of boots ever stop us from chasing the ball as kids?
Fast forward to today, football boots have grown into a colossal $18.5 billion industry (2023), charging ahead with a projected compound annual growth rate (CAGR) of 5.8 per cent through 2030. From backyard dreams to global domination, these humble boots have become the unsung heroes of the beautiful game.
Take Adidas’ iconic Adipure 11Pro, for instance-a pair that has etched its legacy into football history, gracing the feet of Toni Kroos as he lifted more trophies than even the legendary FC Barcelona, all while donning the same boots since their release in 2013.
In a journey that spans three decades of passion, innovation, and unrelenting excellence, Adidas celebrates the 30th anniversary of its legendary football boot franchise Predator with a cinematic masterpiece, Under The Tongue, a documentary that peels back the layers of emotion, craft, and cultural impact behind the boot franchise.
Directed by Keane Shaw and produced with online soccer creative culture publisher SoccerBible’s creative touch, the film promises to be as much a love letter to football as it is a testament to the humble boot’s extraordinary story. The trailer of the film was scheduled to premier today (5 December) with the promise to leave fans inspired, nostalgic, and utterly awestruck.
The hour-long documentary features the era-defining footballers that made adidas’ Predator football boot brand so iconic in its early years – including David Beckham, Zinedine Zidane, and Eniola Aluko – as well as current stars such as Jude Bellingham, Alessia Russo, Aitana Bonmatí and Trent Alexander-Arnold, who reflect on early memories and what it means to be a part of the Predator family. It also weaves an emotional tapestry of memories as senior adidas executives, visionary design team members, and devoted fans like Louis Tomlinson, reminisce about the moment Predator emerged and changed the game forever.
Craig Johnston, the mastermind behind the revolutionary Predator design, vividly recalls his eureka moment—repurposing rubber to craft the iconic Predator teeth that forever altered how the ball moves off a player’s foot. With heartwarming nostalgia and raw determination, Johnston shares how a coaching session for kids inspired a concept that, against all odds, graced the world’s biggest stages by 1994.
Adidas global football general manager, Nick Craggs said: “Predator changed the game. We know what it means to us all at adidas but as we come to the end of its 30th anniversary we felt it was fitting to hear from those that played such a crucial role in cementing its place in football culture. It has helped push the boundaries of innovation on the field of play and inspire millions off it – we now take it into the future and hopefully another 30 years of iconic moments with the world’s best players.”
SoccerBible creative director Pete Martin said: “The Predator is a boot with such a profound legacy that it was a real honour to have crafted ‘Under The Tongue’ alongside Keane Pearce Shaw. A boot with such personality too, not only does it mean so much to the culture of the game but it has been an unrivalled yet consistent giver of glory. There are few products on the planet that can, have or ever will, evoke such memories and feelings as that of the Predator. It’s almost immortal. That’s what we have tried to capture with this film – that powerful infatuation – a charming icon with bite, flair and beauty.”
The 60-second trailer offers a glimpse into the untold journey, now live across Adidas’ social channels. But the real story unfolds on 11 December, when Under The Tongue premieres at 9 PM CET on the adidas football YouTube channel. Football fans, mark your calendars, as this promises to be more than just a documentary
MUMBAI: Faster than a speeding bullet and slicker than a pit stop Superman just joined Formula E. In a thrilling fusion of comic book cool and racetrack grit, Lola Cars has joined forces with Warner Bros. Discovery in a strategic partnership that brings superheroes to the circuit. And they’re not easing into it, a Superman-themed race car will blaze onto the track for the Berlin E-Prix this weekend.
The Lola Yamaha ABT Formula E team’s T001 car, driven by Zane Maloney and Lucas di Grassi, will sport an electrifying blue, red and yellow livery, complete with the iconic Superman shield. Even the drivers will suit up literally in race gear inspired by Clark Kent’s legendary alter ego.
Timed with the 11 July theatrical release of DC Studios’ Superman, the stunt marks the start of a long-term collaboration between Lola and Warner Bros. Discovery, who will co-create content around Lola’s motorsport ventures and bring sponsor stories to life across platforms.
But this isn’t just about eye-catching liveries. The partnership also includes integrated sponsorship opportunities, with WBD joining hands to help monetise and maximise exposure through enhanced media packages.
“This is more than a one-off activation,” said Lola Cars chief commercial officer Keith Smout. “It’s a new model for sports-marketing synergy where the track meets the theatre, and content fuels the connection.”
WBD, GVP global sales Patrick Maitrot added, “By pairing the power of Superman with the speed of Formula E, we’re engaging fans in a whole new way using our unrivalled IP and Lola’s racing prowess to tell stories that leap off the screen and onto the track.”
The Superman livery will light up both rounds of the Berlin E-Prix at Tempelhof Airport. For Formula E fans, it’s a visual treat; for Superman fans, a fast-track teaser; and for both brands, a bold play in content-fuelled fandom.
Superman, directed by James Gunn and produced by Peter Safran, is DC Studios’ first feature film and will hit cinemas in the UK and Ireland on 11 July 2025. Meanwhile, Formula E action continues to stream across TNT Sports, Eurosport, discovery+ and HBO Max, with WBD holding exclusive coverage rights across Europe.
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