Studs Up

I love following the development, marketing and release of new football boots and adidas is really beginning to take their game to another level in all respects.

The new f50i saw Lionel Messi kissing his boot after scoring in the Champions League video but it’s Zinedine Zidane’s presence as some sort of footballing deity overseeing adidas’ product line that really gets me going.

He’s back to help launch the new Predator X, which I’m hopeful of securing a sample pair to review in the near future. The Predator is arguably responsible for turning the football boot industry from functional into a technological arms race, and they’re really pushing the X as a generational stamp/shift from old to new.

Zidane explains in the video, which does send the ol’ shivers down my spine…