Adidas approached Google with a realisation that the next generation of their users already had a default preference for their competitor. To connect with these users, they felt that their analogue product somehow needed to begin innovating for a digital age.
Through creative data research our team were able to give Adidas a simple conclusion; for this audience, "digital" + "football" means one thing - FIFA. Within 3 months of the project kickoff, we had aligned on a direction rooted in Google's data, and developed a rapid prototype with our team's Creative Technologists.
Over the next 3 years, we helped to refine the technology alongside Adidas, Google ATAP (Advanced Technologies & Projects Skunkworks Team), Google Jacquard (Google's Wearables Team) and EA games; finally launching a purchasable product in partnership with FIFA Mobile. As intended, the story was widely picked up by media outlets including Wired UK/US, T3, Hypebeast & The Verge; generating the sales of thousands of products worldwide.