January 17, 2022

Portuguese star Joao Felix is the new face of adidas GMR

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Portuguese star, Joao Felix, is the new face of adidas GMR, the insole that recognizes the physical movements footballers make on-pitch – measuring kicks, shot power, distance, and speed.

Joao Felix is challenging fans around the world to put their football skills to the test and compete against him in the Prove It with GMR shot power challenge – a new challenge that turns real-life action into virtual rewards. Wearing the GMR insole, fans must showcase their skill and flair by kicking the ball in the air and being creative before volleying the ball towards goal as hard as possible.

A global leaderboard will rank each attempt, with the top 20 players and their scores posted on adidas Instagram highlights at the end of each day. Fans are encouraged to post their efforts on social media using #adidasGMR for a chance to feature across adidas social channels. FIFA Mobile prizes will be offered to everyone who takes part over the next two weeks and bigger rewards for those that finish in the top 20 overall.

In collaboration with EA SPORTS™ FIFA Mobile and Jacquard™ by Google, adidas launched adidas GMR in March 2020 – an innovation that merges physical football and digital gaming, giving players the power to play connected by improving their FIFA Mobile Ultimate Team™ overall rating (OVR) through real-world play using the Jacquard™ by Google Tag.

Powered by the Jacquard™ Tag’s advanced machine-learning algorithms, the adidas GMR insole can be placed within any type of footwear. By completing different challenges and hitting longer-term milestones, users will earn rewards and improve their Ultimate Team, rewarding their players in-game with real-world achievements.

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