Adidas' wearable tech insoles turn your real-world soccer skills into FIFA game rewards
'Gmr' product launches with campaign via Adam&Eve/DDB
Editor's Pick
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.”
Credits
- Date
- Mar 11, 2020
- Client :
- Adidas
- 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 :
- Blink
- 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 :
- Trim
- 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 :
- Adidas
- Audio Post Production :
- 750mph
- 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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