The line between our virtual and physical world shrinks day by day, particularly in light of the current crisis. To stay safe we need to stay home so tying in your actual life to the one you are creating online has never felt more important, particularly when it comes to building and feeling part of a community.

Adidas’ latest campaign from adam&eveDDB aims to harness this community experience to link sports and gaming by encouraging users to ‘Play Connected.’ The campaign launches adidas’ smart insoles that track your speed, shot power, distance and passing abilities. The wearable syncs with your FIFA Mobile team, boosting your rating online as your skills improve in real life.

Dubbed GMR, pronounced gamer, adam&eveDDB both assisted in the wearable’s development and created the launch campaign which stages an epic, number-crunching battle between two players, with a few starry cameos playing ball as well. The tech turns real football skills into in-game rewards.

The smart insole has been designed in a collaboration between adidas, EA Sports FIFA Mobile, adam&eveDDB and is powered by Google’s Jacquard technology, for the 300 million strong audience already playing FIFA Mobile worldwide. The wearable is convenient for the player, tucked within the shoe’s sole, allowing play to continue as normal, uninterrupted.

The development of GMR is a distinct move by FIFA to provide players with a seamless link between the game they play in real life and the one they play online. It harnesses the reality that people who play football in real life more often than not enjoy playing it virtually as well. It is a truly ‘phygital’ experience for the consumer, building a community for players to be part of and to compete within. In these testing times, community is what every sports player, whether physical or digital, will need.