Predator Shoe

Predator technology is Adidas' trade-name for a set of features of their football boots. The common feature of the Predator range is the presence of rubber patches or strips on the top of the shoe that, according to Adidas, increase power, swerve, and accuracy when kicking or shooting a ball. The first Predator boot was launched in 1994 after Craig Johnston, an Australian retired professional soccer player who played for Liverpool came up with the idea of attaching rubber patches with teeth-like dimples to the outside of the kicking area of the boot in order to allow the wearer to create extra spin or swerve when passing and shooting. The second Predator boot, the Predator Rapier, very similar to the first, was launched in 1995. Ever since Adidas has, every second year, launched a new model to coincide alternately with FIFA's Football World Cup and UEFA's European Football Championship. The predator range of boots has placed a particular emphasis on technological innovations while an increased attention to design has allowed increasingly sophisticated marketing strategies.