ADIDAS MICOACH
INTRODUCING AN ADVANCED TRAINING TECHNOLOGY PLATFORM
Adidas miCoach is a training eco-system including wearable technology like the Speed Cell, Pacer Bundle and a Heart Rate Monitor. The system is an advanced physiological monitor worn by players to measure speed, distance, acceleration, heart rate and power in real-time, with results available live to coaches.
It visualizes a player’s ‘explosiveness’ giving a sense of how quickly a player gets off the mark, changes direction, or how high they jump. The main challenge was to explain the sophisticated technology, developed for professionals, to a mass market, while staying on brand.
In service of Sidlee, We launched the theme of explosiveness in conjunction with a series of energetic instructional videos. By visualizing this energy and turning it into a symbol, we highlighted the powerful utility for key sports such as tennis, football, American football and basketball. The campaign was translated into cinema spots, out of home, print, films and a web portal.
The launch attracted much positive feedback on the brands’ attempt to create a professional training suite for the mass market. The relatively sophisticated equipment however, made the target group much smaller than anticipated. The market was not ready for such an advanced solution. Adidas eventually integrated their miCoach technology into its acquired ‘Runtastic’ platform.
