ABOUT

For an innovative tech brand saying ‘do what you can’t’, we didn’t choose to just put a logo on a suit. We invented a whole new suit. A suit that enables the skaters and coach to do what they can’t: measuring in real time the height at which the skater is positioned above the ice. This height is one of the most important things in skating, because the closer to the ice, the faster you’ll go. Until now, this has always been judged on gut feeling.We developed the Samsung SmartSuit, equipped with sensors to measure with millimetre accuracy. The suit is designed to send data to the coach’s device, allowing him to immediately communicate adjustments to the skaters.
Innovation in sports is always a hot topic just before every Olympics. Who’s got a new invention? What is the latest development in sports? When Samsung asked us to develop an idea to claim sponsorship of two Dutch Olympians, we developed an innovative tech contribution for the skaters. The Samsung SmartSuit. The athletes and coach secretly trained with the suit for months. Just before the Olympics, when the buzz about innovations in sports and PyeongChang was at its peak, we brought it to the press. We didn’t invite them to come and see Samsung’s latest invention. No, we invited them to come and find out all about the latest sporting innovation just before the Olympics. After the press release, in no time more than 450 million people knew about the secret weapon. And in the slipstream about Samsung being a real contributing tech sponsor of the Olympic short track skaters.