adidas and Sole Play, Atlanta-based sneaker and cultural platform, unite to launch the “Press Play” Predator Sala, a collaboration rooted in Atlanta’s lasting influence across football, technology, gaming and culture. Developed through the adidas Business Track program, an initiative designed to support BIPOC-serving retailers through community investment, mentorship and industry access, the project transforms Sole Play’s ethos into a product and platform that places its community at the center of Atlanta’s growing World Cup momentum.
Drawing from gaming culture and the mentality of creating your own lane, “Press Play” explores what it means to overcome barriers and redefine success on your own terms. The collaboration spotlights the creativity and influence of Black and Brown communities that continue to shape sport, technology and culture.
The Predator Sala blends soccer heritage with cues pulled from competitive gaming and Atlanta’s creative identity, translating that energy into a silhouette rooted in confidence, individuality and self-expression.
“For us, this collaboration is about showing what’s possible when communities are given space to lead with their own ideas,” said Anthony (TJ) Bennett, Founder of Sole Play. “‘Atlanta has always been a city where people create from instinct, turn limitations into innovation, and move culture forward before the rest of the world catches up. We wanted ‘Press Play’ to reflect that energy and inspire the next generation to trust their own vision.”
To celebrate the launch, adidas Cornerstone Community and Sole Play are hosting a series of community-driven open to consumer activations during World Cup season, bringing together soccer, gaming, music and Atlanta’s creative communities.
- Decatur Watch Fest | June 11th: To kick off launch weekend, the collaborators will take over Atlanta’s Decatur Watch Fest with early product access, community programming and a special appearance by Atlanta rapper Big Boi ahead of the World Cup
- In-Store Launch Activation | June 13th: Launch day will be celebrated with an all-day in-store takeover featuring community programming and immersive moments
- Community Activation, June 14th: To close out, the collaborators are hosting a World Cup-inspired community gathering at The Retreat alongside local non-profit partners, featuring appearances by T.I., Monica, and influential Atlanta community leaders, with sounds curated by Jerry Clark and support from Rémy Martin to bring together voices across football, hip-hop, R&B and culture
The Sole Play x adidas “Press Play” Predator Sala will release exclusively through Sole Play retail locations and online at https://www.soleplayatl.com/ on June 13th, starting at $150.
