Adidas GMR

Adidas blurs the lines between real world and real play

Unexpected: GMR is a smart insole aimed at getting a generation of young gamers moving by connecting their in-game FIFA mobile skills with real life activity. To launch it, adam&eveDDB tapped into gamers’ competitive nature to get ahead and injected social competition into every element of the campaign – from product development to comms.

Works: Inspiring a new generation to get off the couch and move.

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