Dubai - adidas has proudly launched the new Predator® PowerSwerve in the Middle East. Developed in collaboration with football legend Zinédine Zidane, the ninth generation of the Predator® boot sets new standards, in particular with regard to power, swerve and control.
After ending his active career Zinédine Zidane worked with the adidas innovation team (a.i.t) in the further evolution of the new boot. By thoroughly testing the new model, Zinédine Zidane has helped to take quality and fit of this boot to a new level.
Scientific tests have shown that, in comparison to its predecessor, the Predator® PowerSwerve can achieve up to eight percent more swerve and increase the power behind every shot by around three percent. The Dynamic PowerPulse™ technology in the sole of the boot and the special hi-tech foam in the forefoot upper material make these improvements possible.
The PowerPulse™ element filled with tungsten powder, which shifts weight toward the point of impact, enables players to put more power behind every shot. The hi-tech foam in the Predator® element ensures added power, more swerve and better ball control.
Numerous football stars attended the recent global launch of Predator® PowerSwerve at the "Place du Trocadéro" in Paris, including Steven Gerrard of Liverpool FC. The collective football talent opened an oversized, eleven-metre-high shoe box and presented the new adidas Predator® football boot to the public.
All players received their new Predator® football boots, which they will now wear when playing for their clubs and national teams.
At the event, the players also wrote their personal advice for young football talents onto the open shoe box. Steven Gerrard's written insight on football is 'Don't visualise beating the keeper, visualise destroying the keeper'. These individual pieces of advice for football's up-and-coming players will be featured worldwide on all Predator® shoe boxes, in the Predator® ad campaign and at POS.
With the launch of the Predator® PowerSwerve adidas is adding a further chapter to the successful Predator® story. Since first being introduced in 1994, the Predator® has been continuously further developed with the help of top football players, guaranteeing that it meets the highest standards in terms of design and, above all, functionality. adidas players relying on the new Predator® technology include: David Beckham (LA Galaxy), Michael Ballack (Chelsea FC), Steven Gerrard (Liverpool FC), Patrick Vieira (Inter Milan), Daniel Agger (Liverpool FC), Marc Janko (Red Bull Salzburg), Dirk Kuyt (Liverpool FC), Angelos Charisteas (1. FC Nuremberg), Daniele de Rossi (AS Roma), Tranquillo Barnetta (Bayer 04 Leverkusen) and Anderson (Manchester United).
The new Predator® PowerSwerve is available now in adidas stores through out the Middle East. Colour options include black/white and white/black. Further models will be brought to market in the course of 2008, the year of the European Football Championships.
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About Dynamic PowerPulse™
Dynamic PowerPulse™ utilizes a Tungsten powder-filled PowerPulse™ element that shifts weight toward the point of impact as you kick, allowing more powerful shots and increased flexibility. With Dynamic PowerPulse™, players can experience the most powerful Predator® ever. Add an adiPrene® insert in the sockliner and you have unprecedented comfort, power and flexibility.
Engineered Predator® Technology:
Low-profile Engineered Predator® elements have been integrated into the Power Zone on top of the forefoot for even more power behind every shot, while enhanced Predator® technology in the Swerve Zone at the side continues to give shots and passes the swerve and control that have made this the world's most elite Football boot for over a decade.
Hi-tech Foam:
Hi-tech foam, used in the Predator® element, allows for more rebound power, more swerve and improved control through longer contact with the ball.
X-Traxion®:
Quick-change stud system for maximum pitch penetration and minimal stud pressure.
Split Outsole:
Provides lightweight stability for solid foot placement on any pitch.
Xternal Heel Counter:
Smaller but extremely strong, the dual-compound heel counter reduces pressure on the Achilles tendon and provides comfort and stability.
Asymmetrical Loop Lacing:
Offset lacing provides a larger, cleaner kicking surface to eliminate missed shots and passes.
For more information, please contact:
Ellen Peacock
Regional Communications Manager
Tel: +971-4-227 3033
Fax: +971-4-222 6675
Email: ellen.peacock@adidas.ae
website: www.press.adidas.com
Jon Pryor
Impact Porter Novelli
Tel: +971-4-3304030
Fax: +971-4-3304031
Email: j.pryor@ipn.ae
© Press Release 2008
