Adidas has made soccer shoes since the 1920s, ruling the sport for much of that time. Archrival Nike, which started ramping up its soccer business in the mid-1990s, has sought to surpass the German company as the sport's biggest brand by sponsoring top teams like Barcelona and popular players such as Real Madrid's Cristiano Ronaldo. Now Adidas has unveiled a new play to stay ahead: a shoe that uses an embedded chip to collect and wirelessly transmit information players can use to step up their game. "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," says Ryan Mitchell, head of the product introduction team in Adidas's interactive business unit.
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机译:自1920年代以来,阿迪达斯就开始生产足球鞋,并在大部分时间内一直统治着这项运动。 Archrival Nike于1990年代中期开始扩大其足球业务,通过赞助巴塞罗那等顶级球队和皇马的Cristiano Ronaldo等知名球员,力图超越德国公司成为这项运动的最大品牌。现在,阿迪达斯推出了一款保持领先地位的新产品:这款鞋采用嵌入式芯片来收集和无线传输信息,玩家可以用来提高比赛水平。 Ryan Mitchell说:“我们能够向您展示您的工作,为您提供游戏的关键指标,并使您可以将其与以前的表现,朋友,竞争对手或我们的全球明星的表现进行比较。”阿迪达斯互动业务部产品介绍团队负责人。
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