Adidas GMR—a smart insole developed with Google Jacquard and EA Games—turned real-life passes, sprints, and shots into real-time rating boosts on FIFA Mobile.

​

Using an online experience and guerrilla campaign where insoles were smuggled into competitor brands’ boots, word was put out across Adidas’ online and social channels.

​

The response was massive, launch day alone saw 160k likes on Instagram. It also saw 7.4 million kicks registered, 215 million meters sprinted, and 750k overall interactions in the first week.

​

Connected campaign / digital platform / digital experiences