Adidas ‘Everything is a Target’ // Promo
In 2012, Adidas completely revolutionised the Predator boot for out-halves with the introduction of the Incurza. Designed to improve their kicking game, the task was to involve people in what makes it such an invaluable tool for players. To illustrate the point, I flew to New Zealand to meet Dan Carter – the world’s number one fly half – and bring him back to his old school in Christchurch to see how good the Incurza really is.
In a series of videos, Dan tested the boot to its limit, helped us make an exclusive review and even challenged a rising schoolboy rugby star – Fletcher Smith – to a kick off, all presented by the beautiful Meghan Mutrie.
The result was 130,000 views in less than a week with no media spend, helped along with features on all major global rugby blogs.
Dan Carter talks us through the newest boot in the adidas Rugby range, the Predator Incurza.
We lastly took photos of Dan to further support the launch of the Adidas Predator Incurza boot and created the in store advertising communications.
