adidas GMR: Planning in Development

adidas, a sportswear manufacturer, launched a global campaign to increase awareness of new technology that was designed to get the younger generation moving.

Campaign details

Brand: adidas GMRAgency: adam&eveDDB

Summary

adidas GMR is an innovative smart insole, developed with Google, EA SPORTS FIFA Mobile and a little bit of old school planning.

This is not a story of advertising strategy as a cherry on top.

This was planners in the kitchen, during product development.

The revolutionary tech was designed to help get a generation moving, by tracking real-life football moves and turning them into in-game rewards.

But when early consumer research spotted gaps in the product offering, planning was able to uncover the deeper human motivation that could drive players...

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