Adidas: Play Connected

Utilising Google Jacquard technology, the insole tracks footballers’ speed, distance, shot power and passes. The data collected by the insole is then synced directly to the user’s FIFA Mobile team.

Collaborating with adam&eveDDB, adidas secretly hid the GMR insole inside football boots in the days running up to the tech’s official release on 10 March. A online film, promoted by some of football’s biggest names, documents the high tech insoles being ‘smuggled’ into boots, before being hidden in stores around the world for gamers and footballers to find and sent to unknowing influencers.

The launch film featuring Paulo Dybala, also created by adam&eveDDB, sees two people battling it out for the best team rating on FIFA Mobile by competing in a series of gritty real-world challenges to prove their skill. The film is being followed by a product demo film and a series of ‘skills videos’ explaining how the product works and what it tracks. As well as creating the launch strategy and content for GMR, adam&eveDDB collaborated on certain elements of its development: packaging, in-game functions, visuals and branding.

Adidas GMR, specifically designed to fit in any boot, is being made available for purchase in-store and online, allowing gamers and footballers around the world to “Play connected”.

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