Adidas blurs the lines between real world and real play

Adam&eve DDB and Adidas kick off new tech in ‘Play Connected’ ad to promote wearable tech that converts real life play to in-game skill.

To promote Adidas’ GMR product (pronounced ‘gamer’), Adam&eveDDB encourages gamers to ‘play connected.’ GMR, a shoe insert that turns real world play into skill in the EA Sports’ FIFA Mobile game, inspired an ad that blurs the lines between real world and game play.

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