Latest Wearable Tech: A Football Shirt That Lets You Feel What The Players Feel

Aussie Rules Football Fans Can Experience Players' Sensations While They Watch

Published On
Mar 12, 2014

Editor's Pick

The latest piece of wearable tech is a shirt you can wear when watching a football match --- and experience all the sensations felt by the players. Australian telecommunications company Foxtel and agency CHE Proximity devised the game to coincide with the new season of Aussie Rules Football.

The idea is that the shirt can be worn during live games shown on FOX FOOTY and FOX FOOTY HD on Foxtel. Real-time game data is transmitted via a mobile Bluetooth app to the electronics inside the so-called "Alert Shirt." The shirt converts this data into sensations that simulate the live sporting contest. During the development, CHE Proximity and wearable technology firm Wearable Experiments (We:Ex) worked with well-known players Scott Pendlebury, Luke Hodge and Trent Cotchin to get a deeper understanding of how the body feels during key moments of the professional game. The shirt is available to AFL club members who purchase Foxtel as well as loyal Foxtel fans.

Side thought: can you imagine what the adult film industry could do with this technology?

Credits

Date
Mar 12, 2014
Brand:
Foxtel
Client:
Foxtel
Agency:
CHE Proximity
Executive Creative Director:
Leon Wilson
Copywriter:
Sam Harris
Art Director:
Tom Wenborn
Head of Digital Craft:
Sam Maguinness
Senior Digital Designer:
Tom Lear
Head of Digital Creation:
Richard Taylor
Head of TV:
Di Nash
Production Partner:
Wearable Experiments
Technical Director:
Ben Moir
Fashion Director:
Billie Whitehouse
Electronics Engineer:
JP Liew

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Project Type