When athletic equipment companies launch new products, they often attempt to market them to consumers with a compelling sales pitch: that their latest sneaker, hat, helmet, glove or cleat is a true game-changer.
When adidas launched its first Predator soccer boot all the way back in 1994, they accomplished just that. With the boot's trademark fins providing its wearers with improved power, control and swerve on the ball, they had created a tool to help players of all levels.
Now adidas may have done it again with the creation of their newest soccer boot, the Predator Lethal Zones.
With last week's official launch in Manchester (featuring United's Nani and Tom Cleverley and City's Edin Dzeko), coupled with Saturday's launch in the U.S. at the Home Depot Center in Carson, Calif., the folks at adidas are ready to bring new technologies aplenty to professional and amateur players alike.
But how does a company like adidas create a product for the finest players in the world?
And—perhaps, more importantly—can it really make them better?