Adidas has developed a wearable tech product that helps soccer fans earns points on Electronic Arts' FIFA Mobile.
"GMR" (pronounced gamer) is an electronic insole that uses Google Jacquard technology to track players' speed, distance, shot power and passes. The data collected by the insole is then synced directly to the user’s FIFA Mobile team.
The product can be purchased in-store and online. Adidas is promoting it with a campaign by Adam&Eve/DDB encouraging gamers and soccer fans around the world to “Play connected.” The launch TV ad, featuring Argentinean player Paulo Dybala, sees two people battling it out for the best team rating on FIFA Mobile by competing in a series of real-world challenges to prove their skill.
"Adidas GMR marks an exciting new era in sports innovation where digital and real world football overlap," said Florian Alt, VP Marketing from Adidas, in a statement. “ By exploring and challenging traditional approaches to product development, alongside Jacquard by Google and EA Sports FIFA Mobile, we have been able to equip players with a whole new way to use their creativity for the betterment of sport.”
“This has been an incredible collaboration to be part of, working ... to create a wearable tech product with proper impact," added Mat Goff, joint CEO at Adam&Eve/DDB. "Making in-game currency from your real-world skills and movement is wearable tech at its best.”