adam&eveDDB, along with adidas and EA Sports FIFA Mobile, creates wearable tech that turns your real-world skills into in-game rewards

adam&eveDDB, along with adidas and EA Sports FIFA Mobile, creates wearable tech that turns your real-world skills into in-game rewards

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A campaign by adam&eveDDB

adam&eveDDB is working with the biggest brands in tech, sport and gaming to launch a groundbreaking innovation. adidas GMR (pronounced Gamer) is a smart insole that tracks your real world football skills and uses that data to improve your team in EA Sports FIFA Mobile – the better you get on the football field, the better your players become in FIFA Mobile.

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 Battle

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”.

Mat Goff, Joint CEO at adam&eveDDB said:“This has been an incredible collaboration to be part of, working with some of the best loved brands in the world to create a wearable tech product with proper impact – making in-game currency from your real-world skills and movement is wearable tech at its best.”

Florian Alt, VP Marketing from Adidas added: “adidas GMR marks an exciting new era in sports innovation where digital and real world football overlap. 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.” 


Client: adidas                                                  
Brand: adidas Football                                               
Project/Campaign name: adidas GMR
First Air Date: 6th March 2020
Joint CEO: Mat Goff      
Chief Creative Officer:  Richard Brim        
Creative Director/s: Simon Vicars & Andre Sallowicz 
Creative/s: Simone Warme & Jeppe Vidstrup               
Chief Production Officer: Anthony Falco          
Agency producer/s: Mondi Howard & Kendal Drake
Chief Strategy Officer: Martin Beverley                          
Planning Director: David Mortimer  
Planner: ShuHan Lee                                                                         
Business Director/s: James Derrick
Account Director/s: Josh Smith, Kathryn Gooding
Project Manager: Ian Hughes                          
Design Agency: King Henry
Head of Design: King Henry, Paul Knowles & Alex Fairman        
Artworker: Sam Stabler                                                          
Retouching: King Henry     
3D Artist: Ben Fearnley                                      
Motion Designer: Rob Monk                                                 
Media Agency: n/a                                      
Production Company: Blink                 
Executive Producer: Paul Weston        
Producer: Connor Hollman                                        
Director: Pedro Martin-Calero                                     
UK Production Manager: Duncan Bernard                                                 
D.O.P: Simon Chaudoir
Service Production Company: BAS Productions

Sports Choreographers: Mike Delaney & 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                         
Colourist:  Matt Turner           
Music Supervisor: Lauren Wilson @ Adidas                              
Audio Post Production: 750MPH                     
Soundtrack name and composer: “Intro” by Inja and Pete Cannon
Sound Engineer: Neil Johnson & Sam Ashwell
Photographer: Andy Glass                                                      
Photographic Agent: Rose Mullings @ 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 @ BA Reps
Retouching: King Henry
Producer: Kendal Drake                                                  
Photographer/Director Celebrity Shoot: Ruud Baan
Photographic Agent: Valie Fiordimare @ Take Production                               
Stylist: Ilaria Magini                                                          
Make-Up: Paola Fracchia                                                   
Service Production: Take Production

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