Monday, May 16

Football: when women are honored with historic cleats

Adidas recently released its brand new edition of its historic Predator, the Edge. The brand with the three stripes has innovated by emphasizing the woman.

Present on football fields since 1994, the Predator is the brand’s emblematic model. Zinédine Zidane and David Beckham are also the worthy heads of the gondola. Each year – except between 2015 and 2017 – Adidas has released a new design of this pair by choosing one of its ambassadors. Recently, it was Paul Pogba and others who had the honors. But in 2022, Adidas broke new ground.

Indeed, if Pogba, Jude Bellingham or even Maxence Caqueret already wear them in matches, the brand has decided to put women in the spotlight for the launch of this new version. While Wendie Renard appears as the strong face of the launch campaign, we find Christiane Endler, Abby Dahlkemper and Toni Duggan.

“breaking the stereotypes of women’s football”

If this new Predator Edge is not purely specific to women – it is mixed as often in recent years – Adidas has the desire to put women at the top of the bill in this year of Euro 2022 women.

“This shoe is more than just a shoe: we see it as the start of a whole new chapter for the franchise,” said Sven Roewe, Senior Manager, Development at Adidas. Our goal is to help break the stereotypes of women’s football and move the whole game forward.”

And this is precisely a very important issue for the brand, which has been working for some time now to help sportswomen. “As a leading sportswear brand, we have a responsibility to stand by female athletes and help them progress without restraint,” explains Sven Roewe. Stand up for women as individuals and as a collective as they strive to be their best version on the pitch. From product design innovations that reflect physical and technical needs, to initiatives, experiences and activations that provide access to possibilities.”

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