Adidas GMR

Overview

Adidas GMR is a smart insole made in collaboration with Google Jaquard and EA Games. The Jaquard tag uses Machine Learning to track real life passes, sprints and shots and uses them to unlock in-game rewards and increase your rating on FIFA mobile.

The Tribal team worked alongside Adam & Eve, collaborating closely with Adidas, Google and EA Games to create the launch strategy, online experience and  content to bring this game changing product to market.

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Art Direction & CG Development

The combined agency and client team worked closely to define key visuals and art direction for the launch campaign and GMR branding, The GMR Design language incorporated a pink and blue colour palette that was used to show the two different worlds of the GMR and our CG particle system further helped  visualise the transition between the real and digital game worlds.

Online & Social Content

Our Tribal Motion team worked with a CG specialist animate particle cloud to create branded content and product walkthroughs that were used on the online experience and across social platforms during launch.
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Online Experience

We designed and help put together a modular launch page on adidas.com to quickly and succinctly show the benefits and features of GMR, this was complimented with our animated product guides, in game footage and the TVC film to explain how GMR Tracks your passes, shots, sprints and distance to unlock perks and challenges in FIFA Mobile.
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Mobile Experience

As our core audience were younger and were playing FIFA on their mobile devices the online experience was optimised for mobile from the outset of the project.

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