Adidas Unveils New Soccer Technology

Adidas Unveils New Soccer Technology
Adidas MiCoach Elite System

Adidas is kicking out new technology with Major League Soccer.

The sports company announced a new innovation called the MiCoach Elite System, which will debut at the MLS All-Star Game next week, and be used by all 19 of the soccer league’s teams during the 2012-13 season.

“[Soccer] and technology are evolving,” said Adidas CEO Herbert Hainer. “We’re bringing our [soccer] equipment to the next level.”

With the new gear, which is embedded within a player’s inner layer of apparel, coaches on the sideline can monitor things such as players’ heart rate, acceleration and field position via an iPad.

Only available for professional teams at press time, the system may be commercialized for consumers at a time that is yet to be determined. Hainer said the new system will eventually be used in other categories as well.

“We started with the MLS, because [soccer] is what we understand the best,” Hainer said. “This will be used in other sports, and of course we’re going to talk to our other league partners as well.”

Adidas also is an official league sponsor of the NBA and subsidiary Reebok is a sponsor of the NHL.

Based on the record-breaking success in soccer sales earlier this year, Hainer added that the company is in good position to withstand a weakened European economy.

“We’ve always said that sports are a certain exception to a bad economy, and I think we saw it during the European championships,” he said. “People still like to participate in sports and our products are not that expensive.”

Adidas will report its second-quarter earnings in two weeks.