Watch your step: Adidas's boot with a brain

07 : 10 : 2011 Sport : Fitness Monitoring : Manchester United

Herzogenaurach, Germany – Sports manufacturer Adidas is to release a new pair of football boots with an in-built memory chip that will monitor the user’s performance during a game.

Adidas f50 Adidas f50
Adidas f50 Adidas f50

The Adizero f50 contains technology in the sole that Adidas is calling the miCoach SPEED_CELL. It will capture 360-degree movement and enable users to track and upload performance data, including maximum speed, number of sprints, distance, distance at high intensity levels and time.

The onboard memory stores all measurements during a game or training for up to seven hours, and then wirelessly transmits the on-pitch performance data to the user’s computer.

‘The new boot will help players be faster than ever and now, with the miCoach technology, they’ll be able to prove just how fast they are,’ says Manchester United and England player Ashley Young.

The boots will hit stores on 15 November, priced at £200.

To read more about how people are seeking detailed information about themselves, read our Personal Information Economy macro trend report.

Discover More Daily Signals
Modem and Google DeepMind explore AI-driven design with Ross Lovegrove

Daily Signals

Modem and Google DeepMind explore AI-driven design with Ross Lovegrove

Design studio Modem, in collaboration with Google DeepMind and Studio Ross Lovegrove, has unveiled Seed 6143, an experimental project exploring hum...
Technology : Design : Aesthetics
Foresight Friday: Seyi Oduwole, foresight analyst

Daily Signals

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Seyi Od...
Health & Wellness : Biohacking : Events
Stat: Study finds social media use cuts reading and memory scores in adolescents

Daily Signals

Stat: Study finds social media use cuts reading and memory scores in adolescents

Children who frequently user social media achieve lower scores in reading, vocabulary and memory tests, according to a recently published study. 
Health And Wellness : Attention Economy : Statistic
Ikea campaign puts price tags at the heart of life’s big moments

Daily Signals

Ikea campaign puts price tags at the heart of life’s big moments

Ikea is turning its price tags into narrative cues for its latest campaign, developed by ad agency Åkestam Holst NoA for the brand’s new Wherever L...
Retail : Advertising : Branding
Belvedere Vodka launches hedonistic Hot Child in the City zine

Daily Signals

Belvedere Vodka launches hedonistic Hot Child in the City zine

Belvedere Vodka is stepping into the world of print with Hot Child in the City, a limited-edition zine starring It-girl Devon Lee Carlson.
Marketing : Advertising : Drink
Stat: US shoppers experience discount burnout as value shifts beyond price

Daily Signals

Stat: US shoppers experience discount burnout as value shifts beyond price

A new report from consultancy AlixPartners reveals that US shoppers are increasingly indifferent to heavy discounting ahead of Black Friday and Cyb...
Statistic : Retail : Fashion
Pringles revives ‘Once You Pop’ slogan with new Duck King campaign

Daily Signals

Pringles revives ‘Once You Pop’ slogan with new Duck King campaign

Pringles is re-igniting one of the 1990s’ most recognisable taglines with a bold new twist. FCB New York has revived ‘Once You Pop’ for a new gener...
Marketing : Pringles : Advertising
Eurostar plans double-decker fleet to expand sustainable cross-Channel travel

Daily Signals

Eurostar plans double-decker fleet to expand sustainable cross-Channel travel

Eurostar has announced a major investment in its future fleet with the planned introduction of double-decker trains, named Eurostar Celestia, set t...
Travel : Hospitality : Mobility
Stat: Record hotel development fuels Middle East tourism boom

Daily Signals

Stat: Record hotel development fuels Middle East tourism boom

The Middle East and North Africa’s (MENA) hospitality industry is projected to grow from £233bn ($310bn, €266bn) in 2025 to £366bn ($487bn, €418bn)...
Travel : Hospitality : Statistic
Cardi B joins formula brand Bobbie to fight feeding shame

Daily Signals

Cardi B joins formula brand Bobbie to fight feeding shame

Baby formula brand Bobbie has appointed rapper Cardi B as its new chief confidence officer in a campaign that redefines how parents navigate feedin...
Health & Wellness : Parenting : Marketing
You have 1 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN