Adidas and Sole Play, an Atlanta-based sneaker and cultural platform, launch the Press Play Predator Sala collaboration. The release reflects Atlanta’s influence across football, gaming, technology, and cultural production, while linking the project to the adidas Business Track program, which supports BIPOC-serving retailers through mentorship, community investment, and industry access. Sole Play integrates its community-led approach into the collaboration, aligning the product with Atlanta’s growing World Cup momentum.
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The concept behind “Press Play” draws from gaming environments and the idea of building individual paths through creative and competitive spaces. The project explores how barriers shape experience and how communities respond through self-directed approaches to success. It also reflects the creative output of Black and Brown communities that contribute to sport, technology, and culture.
The Predator Sala design combines references from football history with elements influenced by competitive gaming and Atlanta’s creative identity. adidas and Sole Play develop the silhouette with an emphasis on individuality and self-expression, translating cultural signals from sport and gaming into a single product direction.
Anthony (TJ) Bennett, Founder of Sole Play, describes the collaboration as a platform for community-driven creation. He explains that Atlanta encourages instinct-led ideas, where creators develop work from lived experience and turn constraints into new approaches. He states that “Press Play” reflects that mindset and encourages younger creators to trust personal vision.
adidas Cornerstone Community and Sole Play support the release with a set of activations linked to the World Cup season. These events bring together football, gaming, music, and Atlanta-based creative communities through public programming and shared spaces.
Decatur Watch Fest on June 11 opens the launch sequence. adidas and Sole Play take over the Atlanta event with early product access, community programming, and a guest appearance by Atlanta rapper Big Boi ahead of the 2026 FIFA World Cup.
The In-Store Launch Activation follows on June 13 across Sole Play retail locations. The day features an all-day program built around community engagement and in-store experiences tied to the release.
The Community Activation takes place on June 14 at The Retreat. adidas and Sole Play bring together nonprofit partners, artists, and community leaders for a football-focused gathering. The event includes appearances by T.I., Monica, and additional Atlanta figures. Jerry Clark curates the music program, while Rémy Martin supports the activation alongside contributors from football, hip-hop, and R&B communities.
The Sole Play x adidas Press Play Predator Sala releases exclusively through Sole Play retail locations and online at Sole Play official site on June 13, with a starting price of $150.
