German giant Adidas plans to toss out its existing line of soccer cleats in favor of two types of shoes for the pitch.
In a clever marketing twist, the company today released a video with roster stars Lionel Messi, Thomas Muller and Louis Suarez, to say the company’s old line of shoes, the Predator, f50 and Nitrocharge “are dead.”
“Football has changed. It is played by new types of players,” said elite soccer coach Pep Guardiola in the opening moments.
The goal for the much anticipated campaign, according to the company, is to reach the modern soccer player — from pros to kids on the street. Previously, the company segmented its approach by player types and positions.
“It’s chaos or control. You need both. They are part of the game. Part of the field,” Guardiola said in a statement. “You need players who have to analyze what you have to do. And there are other ones who have to be a bit free and show his talent as much as possible. When you have a team you mix both types of ideas. You have a big advantage.”
To that end, Adidas will limit its soccer cleat collection to two styles, known as the Ace and X.
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