get in the game digitally, by getting in the game physically…


Addidas just announced “GMR” – a digital insole that connects to FIFA Mobile. So, when people play football in real life, it scores them points in the game.

Why It’s Hot:

Clearly at least part of the appeal of games like FIFA is to feel like you’re truly making moves and scoring. What’s even better is to be able to be the one making those moves and scoring, but getting digital points for it. It’s an interesting example of the digital transformation of physical things around us, especially with all the talk about e-Sports being a big part of sporting future.

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Balls

Adidas Soccer revealed the Telstar 18, a reimagining of the original Telstar ball used at the tournament back in 1970 to be featured in the 2018 World Cup in Russia.

It will be the most tech-savvy ball in history with an NFC microchip embedded inside. The chip will allow consumers to interact directly with the ball using their smartphones. Each ball generates a unique identifier, unlocking exclusive content and information for the user about the details of each ball and providing access to challenges that users can enter before the World Cup.

In short, passionate soccer fans can tap their phone on the ball to unlock a consumer experience – technically this could be anything from player exclusive content, to games, to Adidas’s discounts, to brand co-partnership

Why It’s Hot:

  1. Harnesses a red-hot passion point (aka soccer) at a global scale
  2. Enables increased product sales (the balls)
  3. Delivers on a unique and exclusive consumer experience
  4. Sky is the limit when it comes to content