Adidas' wearable tech insoles turn your real-world soccer skills into FIFA game rewards

'Gmr' product launches with campaign via Adam&Eve/DDB

Published On
Mar 11, 2020

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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.”



Mar 11, 2020
Client :
Agency :
Adam & Eve/DDB
Joint CEO :
Mat Goff
Chief Creative Officer :
Richard Brim
Creative Director :
Simon Vicars
Creative Director :
Andre Sallowicz
Creative :
Simone Wärme
Creative :
Jeppe Vidstrup
Chief Production Officer :
Anthony Falco
Agency Producer :
Mondi Howard
Chief Strategy Officer :
Martin Beverley
Planning Director :
David Mortimer
Planner :
ShuHan Lee
Business Director :
James Derrick
Account Director :
Josh Smith
Account Director :
Kathryn Gooding
Project Manager :
Ian Hughes
Design Agency :
King Henry Studio
Head of Design :
King Henry
Head of Design :
Paul Knowles
Head of Design :
Alex Fairman
Artworker :
Sam Stabler
Retouching :
King Henry
3D Artist :
Ben Fearnley
Motion Designer :
Rob Monk
Production Company :
Executive Producer :
Paul Weston
Producer :
Connor Hollman
Director :
Pedro Martin-Calero
UK Production Manager :
Duncan Bernard
Director of Photography :
Simon Chaudoir
Service Production Company :
BAS Productions
Sports Choreographer :
Mike Delaney
Sports Choreographer :
Marc Cumberbatch
Editing Company :
Editor :
Fouad Gaber
Editor Assistant :
Magda Plugowska
Post Production :
Absolute Post
Post Producer :
Nathan Hoad
Creative Director :
Phil Oldham
2D Lead Artist :
Tom Clapp
3D Lead Artist :
Stephen Henry
Colorist :
Matt Turner
Music Supervisor :
Lauren Wilson
Music :
Audio Post Production :
Soundtrack name and composer :
“Intro” by Inja and Pete Cannon
Sound Engineer :
Neil Johnson
Sound Engineer :
Sam Ashwell
Photographer :
Andy Glass
Photographic Agent :
Rose Mullings
Photography :
Wyatt Clarke Jones
First Assistant :
Daniel Hutton
Digital Operator :
Gideon Marshall
Stylist :
Mair Joint
Make up :
Enzo Volpe
CGI Artist :
Ben Fearnley
CGI Artist Agent :
Sam Summerskill
CGI Artist Agent :
BA Reps
Producer :
Kendal Drake
Photographer/Director Celebrity Shoot :
Ruud Baan
Photographic Agent :
Valie Fiordimare
Service Production :
Take Production
Stylist :
Ilaria Magini
Make up :
Paola Fracchia

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