A history of perfectionism meeting innovation: uncovering the new adidas Predator Lethal Zones

AFR, alongside a selection of top bloggers, participated in the exclusive launch of the boots on the 1st of May in Manchester. Dominic Vieira enjoyed the privilege testing the Predator Lethal Zones displaying Portuguese flair which certainly impressed the beloved Kickette, alongside meeting the brains behind the project and watching Nani, Cleverley and Dzeko #unleash their skills. Perhaps the most interesting part of the event was speaking with Aubrey Dolan, adidas’s tireless designer in charge of the entire Lethal Zones project.

They fit like a glove. I could dribble like Nani, I curled Xavi-esque passes like my midfield idol and fired sweet shots with Van Persie ferocity. After taking my first strike, I knew my feet were blessed with a special pair of boots and it was matter of seconds before I blasted another ball. Unfortunately, Alex Ferguson was not present to find that missing midfield sensation he’s desperately looking to sign.

I was wearing Predators once again; it had been a while and they were no longer crowned with that trademark red tongue. Adidas’s innovation was on show once more, as they designed a shoe containing five distinctive ‘Lethal Zones’ which deliver the ultimate control, touch, accuracy, power and skill.

Their bright blue and infra-red colour captured my eye the moment I unzipped the bag, the new face of Predator will become an iconic pair. The transition in colour, which developed from last year’s AdiPower, demonstrates innovation and responsiveness to the modern football culture. Once more the Predators, which have become a strong reference in football since their inception in 1994, had evolved.

This is a huge transformation, one led by the visionary Aubrey Dolan who initiated the concept 2 years ago. Adidas’s Senior Product Manager for football was also the man behind the F50 adiZero, a boot focusing on speed, which Messi has done pretty well with this season. Aubrey is a humble, focused Irishman, possessing a background in football and an ambition to endlessly innovate the performance of football through developing the most advanced boots.

The objective was monumental: create a complete football boot. The endless research and consulting were the foundations behind the success and Aubrey adopted a similar approach used with with the F50 adiZero, where footballers from an array of levels played an active role in the development. Aubrey traveled the world and carried the same consistent technique. He gave a white boot to the likes of Cleverley, boys and girls at an American soccer academy, and myself. Our task was simple, identify the areas on the boot which would help improve our game, this was achieved by drawing with a permament marker. The results were recurring and the photo of a boot drawn by some youth players in France is a prime example.

Adidas’s continuous cooperation with professional players has been a success, where they not only test prototypes but are directly involved in the development. Arsenal’s Robin Van Persie enjoys working alongside the brand and Aubrey, recounting his experience:

“It’s great that they listen to us carefully as we know how it should be and how it should feel and their expertise does the rest.”

From the tireless testing and drive to reach near perfectionism, Adidas created the 5 'Lethal Zones’, a boot built for players like Kaka or Xavi who are touching and controlling the ball a lot. However, it wasn’t only footballers involved in this evolution, but Aubrey himself, a former footballer and now coach, devoted everything to the boot. His dedication and desire to innovate, not revolutionize, the beautiful game was a key force behind the concept.

In fact, Aubrey Dolan’s story is inspiring. He’s an energetic man who shares a passion for football which certainly challenged mine. Perhaps the only difference is that he’s a Liverpool supporter. It was an honour spending time with him and understanding the series of stages he surpassed, alongside the rest of the team, to bring this concept onto the feet of professionals, amateurs, and my own.

He’s been working for the iconic German brand since 2003, after playing in an Adidas-sponsored tournament in Wiesbaden where his team enjoyed victory. There’s an infamous expression which reads ’it’s not what you know, it’s who you know’ and this was the case for Aubrey, who had previously been turned down by Adidas, but met the right people during the tournament. And since then, he’s loving his job, work which combines all his interests and strengths at the Adidas HQ located in Herzogenaurach, Germany.

He grew up in Ireland with the dream of becoming a footballer himself. Aubrey played as a midfielder in the League of Ireland Premier division for Sligo Rovers and Galway United, a passion he maintained whilst studying International Marketing at NUIG. He tried his luck in Germany but finding professional football didn’t work out. However, he managed to join a 4th division club and simply "must kick a ball everyday.”

The launch of the new boots was an unforgettable experience, where Aubrey’s project was showcased to world media by Manchester United and City players completing 5 challenges. Aubrey stood at the back of the paparrazi and journalists as professional players stole the show. But to watch him enjoy the afternoon with an unbreakable proud smile, Aubrey put his heart and soul behind the new boots, a product powered by passion, innovation and perfectionism. He deserves all the credit he received.

The boots will be seen this weekend, with players such as Nani, Xavi and Van Persie equipped with them. Soon enough they’ll be on sale, and as Aubrey states: