Adidas: Play Connected


Media Type:

Film Film






United Kingdom



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”.


Advertising Agency:

adam&eveDDB, London, UK

Joint CEO:

Mat Goff

Chief Creative Officer:

Richard Brim

Creative Directors:

Simon Vicars, Andre Sallowicz


Simone Warme, Jeppe Vidstrup

Chief Production Officer:

Anthony Falco

Agency Producers:

Mondi Howard, Kendal Drake

Chief Strategy Officer:

Martin Beverley

Planning Director:

David Mortimer


ShuHan Lee

Business Director:

James Derrick

Account Directors:

Josh Smith, Kathryn Gooding

Project Manager:

Ian Hughes

Design Agency:

King Henry

Head of Design:

King Henry, Paul Knowles, Alex Fairman


Sam Stabler


King Henry

3D Artist:

Ben Fearnley

Motion Designer:

Rob Monk

Production Company:

Blink Productions

Executive Producer:

Paul Weston


Connor Hollman


Pedro Martin-Calero

UK Production Manager:

Duncan Bernard

Service Production Company:

BAS Productions

Sports Choreographers:

Mike Delaney, Marc Cumberbatch

Editing Company:



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


Matt Turner

Music Supervisor:

Lauren Wilson/ Adidas

Audio Post Production:



March, 2020

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