Just as Nike launched its new TV commercial ahead of the European football championships, Adidas was busy spreading the word about its new version of the Predator football boot – online. Consumers linked to Adidas through social networks were given sneak previews of parts of the Predator Lethal Zones. The brand has 7.3 million Facebook fans for Adidas Football alone, and it reaches millions more through other networks. The eleventh version of the Predator should be worn in Poland and the Ukraine by players like Robin van Persie, Xavi and Nani. The jerseys of the six teams that will be donning three-striped shirts at the European football championships, including Germany and Spain, are already available in European stores. Adidas has repeatedly stated that it aimed to surpass sales of €1.5 billion with football products this year.

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