The virtual world meets the real world as adidas turns gaming skills into a professional contract experience. A group of teenagers worldwide were invited to adidas Global HQ in Herzogenaurach to emulate the career of Alex Hunter, the main man from FIFA 17 'The Journey'.

Teenagers from London, Paris, Berlin, Madrid, Vienna and Prague who had reached a certain level in 'The Journey' of FIFA 17 were flown out to Germany for the full tour of adidas HQ, following in the footsteps of adidas professionals such as Paul Pogba and Luis Suarez. As part of adidas’ partnership with EA Sports, virtual amateur player Alex Hunter is offered an adidas boot deal when he reaches a certain level within ‘The Journey’ on FIFA17 – after roughly 10 hours of gameplay. 

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To celebrate Hunter joining the virtual adidas family, a call-to-action went out to teenagers around the globe earlier this month inviting them to send a selfie of themselves and their screen the moment Hunter receives his adidas boots. The first players to send their selfie within each city were offered a real adidas contract experience and welcomed to the brand.

Having been flown to Germany, the winners were treated to a unique adidas experience, training with the FC Bayern Munich Academy and a chance to be scouted by one of Europe’s biggest clubs. After that, they were VIP guests at the Allianz Arena for the UEFA Champions League tie between FC Bayern Munich and PSV Eindhoven. And your mum tells us that playing computer games is wasting your life away....