Adidas Showcases Future Of Football
adidas has launched the ‘adidas lab’, the first in a series of events that will showcase adidas products of the past, present and future. Taking place over the UEFA Champions League Final weekend at Victoria House, London, the first event focused on innovation in football.
Football fans were given the chance to test unseen products first-hand in a range of high-tech interactive experiences. Check out the highlights at Sport Industry TV.
The ‘adidas lab’ celebrates adidas’ history in performance technologies – from Copa Mundial and Predator boots to the iconic Telstar durlast and the official match ball for the 1970 FIFA World Cup – and provides a unique insight to the sportswear company’s future journey.
Herbert Hainer, CEO of adidas Group commented: ‘The ‘adidas lab’ is a fantastic opportunity for us to show fans the innovation, imagination and technological expertise that adidas consistently delivers at the cutting edge of football. Our pursuit of innovation is also a key success factor for our Group. It ensures that we continue to strengthen our market position in the global sporting goods industry.’
The ‘adidas lab’ focused on four innovations, where fans were able to take part and test their skills, as well as experience the miCoach Elite Team System and the adidas Smart Ball, and a first glimpse of the 630g kit and 99g boot.
As part of the ‘adidas lab’, fans could also access to ‘The Track’, a real time data visualisation experience that tests footballing attributes on a 15m Astroturf track by measuring speed, work rate and skill across three running challenges. As consumers take part their movement and vital stats dramatically come to life on the screens as they run past.
Footballing legend Zinedine Zidane added: ‘I have been working with adidas for 17 years and throughout my career I have always known they have been leading the way when it comes to innovation in football. The adidas lab shows how the brand is shaping the future of football and is a great chance for fans to see it with their own eyes.’
