adidas’ F50 Offer Star Players’ Secrets And Help Users Capture Performance Metrics
The footwear brand has created a new boot that captures 360-degree movement and performance metrics.
F50 adiZero miCoach boot by adidas records player-specific data with an innovative miCoach Speed Cell chip embedded in the cavity of the outsole. The F50 promotional videos featuring Barcelona’s Lionel Messi and members of the Ajax academy demonstrate how the simple art of kicking a ball can be turned into a social and scientific activity. These specialized shoes capture 360-degree movements and measures key performance metrics such as speed and distance and have been tested by leading Premier League players, including Luis Suarez, David Silva, and Gareth Bale.
Ryan Mitchell, head of the go-to-market team in Adidas’s interactive business unit describes the technology:
We’re able to show you what you did, give you the key metrics of your game and enable you to compare this to your previous performances, the performance of your friends, competitors or our global stars.
The smart boots are set to retail for £245 and will be available in Europe, Asia and Latin America on Nov. 15, and hits U.S. stores on Dec. 1.