Adidas taps into football nostalgia with a new star-studded World Cup campaign

With the 2026 FIFA World Cup on the horizon, Adidas has rolled out a bold marketing push fueled by football nostalgia and the magnetism of legendary stars. The German sportswear giant’s newest promotional film turns a product reveal into a cinematic spectacle, underlining its intent to command attention in the build-up to the tournament in North America.

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At the heart of the campaign is a revival of two of Adidas’ most iconic football boot franchises Predator and F50 refreshed with new colour treatments. Yet the footwear plays a supporting role to the dramatic film that unveils them. Styled like a spy thriller, the video casts football greats as operatives in a covert global syndicate, strategising against a hinted rival faction linked to the F50 line. The ensemble resembles a football hall of fame: Zinedine Zidane, David Beckham, Paul Pogba, Kaká, Xavi and Alessandro Del Piero all feature as collaborators in this stylised storyline.

Zidane oversees the mission remotely, receiving updates through conference calls while his teammates spread out across some of football’s most historic cities. Madrid, Liverpool, Barcelona and Milan become the backdrop for what feels more like a daring heist than a conventional sports commercial.

Cinematic flourishes heighten the mood and suspense. Pogba is seen making calls from a payphone, echoing classic crime dramas. Beckham stands among crates of fresh Predators, declaring that even more stock will be required. Del Piero, referred to as “The Zebra” in the narrative and known for wearing both boot models during his playing days, offers a note of caution. The suspense peaks when Zidane issues a firm order to triple shipments, as the campaign’s tagline delivers its challenge about choosing a side.

Beyond the storytelling, the campaign also carries real product weight. Adidas is bringing back a limited-edition version of Zidane’s Predator Precision from 2000, originally crafted exclusively for him after winning FIFA World Player of the Year. He notably wore the boots during a 2001 friendly against Germany. The reissue serves both as a nod to his legacy and a reminder of the era when Predator reigned supreme in midfield mastery.

Early reactions indicate Adidas may be reshaping the football marketing battlefield. Social platforms lit up with admiration, with many comparing the move to Nike, long considered the leader in star-driven football campaigns. Some observers argued Adidas has gained fresh momentum in the sport, while others suggested Nike’s reliance on similar kit templates in varying colours may be dulling its edge. Interestingly, Lionel Messi arguably Adidas’ most valuable current ambassador is absent from the film. explain
This appears deliberate rather than accidental. By spotlighting retired icons and heritage instead of present-day performance, Adidas seems to be playing a longer strategic game, weaving mythology around its boots and legacy while possibly saving Messi for a bigger moment nearer to the World Cup.

The campaign is a clear wager that heritage resonates — and resonates loudly. By assembling figures who defined an era rather than focusing only on today’s stars, Adidas taps into shared memory and emotion that goes beyond recent form or match results. These are players whose defining moments live on in highlight reels and in the collective imagination of fans.

The Predator versus F50 storyline also smartly creates internal rivalry, positioning Adidas’ own product lines as opposing camps. This playful tension offers consumers a narrative hook beyond technical features and colourways, turning a buying choice into picking a side in an unfolding saga.

As the road to the 2026 World Cup continues, the campaign showcases Adidas’ creative boldness and marketing finesse. Whether it ultimately converts into market leadership remains uncertain, but the brand has undeniably made a stylish and memorable statement.