Adidas unveils brand new technology “GMR” for use in EA Sports FIFA Mobile, powered by Jacquard by Google.

In partnership with EA SPORTS™ FIFA Mobile and Jacquard™ by Google, adidas today launched adidas GMR – an innovation that combines physical football and digital gaming, allowing players to create their FIFA Mobile Ultimate Team™– Improve overall rating (OVR) by playing real world soccer and using the Jacquard by Google tag.

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The adidas GMR insole can be used in all types of shoes. Once posted, players can complete challenges on the street or soccer field to unlock in-game rewards, increase their team OVR, and compete on leaderboards.

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Powered by Jacquard Tag’s advanced machine learning algorithms, the adidas GMR recognizes soccer players’ physical movements on the pitch by measuring kicks, shot power, distance and speed. By completing various challenges and achieving long-term milestones, players will earn rewards and improve their Ultimate Team by improving their in-game players through real-world achievements.

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One of the first challenges is Master Finisher, where players must hit 40 hard shots in the penalty area within a week to earn coins and skill boosts in their FIFA Mobile game. The player’s hardest shot will be included in various leaderboards, giving them the opportunity to show off in front of their friends.

Following the inclusion of Ninja as part of the Time In campaign, the launch of adidas GMR is a step towards ‘figital’ gaming – the final step towards becoming the number one sports brand and impacting gaming culture.

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Moritz Kloetzner, director of business development for adidas Football, said on behalf of adidas: “adidas is committed to innovation that improves the game for the athlete, regardless of the game. Adidas GRM lives on the edge of gaming and the physical world because that’s where the audience is. By discovering and challenging traditional approaches and product development with Google’s Jacquard and EA SPORTS FIFA Mobile, we were able to offer players a whole new experience where players have a whole new way to use their creativity to improve the sport. to improve.”

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Matt Lafreniere, EA SPORTS FIFA Mobile Producer, said: “We are always looking for new experiences for our players that bridge the world of real football and our virtual world in FIFA Mobile. With adidas GMR, we are starting a new path to advance the game by giving players the power to improve their Ultimate Team in FIFA Mobile through the sport they love, on and off the pitch.”

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Google’s Ivan Poupyev said: “Google’s Jacquard integrates interactivity, connectivity and AI into ordinary everyday things to make them more comfortable and enjoyable, like the adidas GMR insole. Using advanced machine learning algorithms, we trained the jacquard tag in the boot to recognize the movements you make on the pitch to reward you with a unique gaming experience in EA SPORTS FIFA Mobile. I love that jacquard technology offers players new experiences. The possibilities are endless.”

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Christian Volk, Director of FIFA eFootball & Gaming, added: “We are delighted to support the GMR project, an innovation that enhances the FIFA Mobile gaming experience around the world. Innovations that bring technologies that enhance the football experience for fans, is an important part of FIFA’s strategy.”

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Adidas GMR is available today online at and in select adidas stores. Downloadable from the App Store (iOS) and Google Play Store (Android), FIFA Mobile allows players to connect directly to adidas GMR. Adidas GMR has a retail price of €34.99.

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For more information, follow @adidasfootball on Instagram or Twitter to join the discussion.

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adidas, fifa, google, mobile