Matthew Miller
Mar 13, 2014

Foxtel builds techno shirt to let footy fans feel the game's impact

AUSTRALIA - Australian pay-TV provider Foxtel, working with CHE Proximity and We:eX (Wearable Experiments), has created an electronics-enhanced shirt that it claims will let some fans experience the pressure, exhaustion and crushing hits that Aussie-rules football players feel during games.


Needless to say, fans wearing the 'Alert shirt' won't get the wind knocked out of them or risk concussion. But according to the company, the shirt contains devices that simulate sensations including a thumping heart, an impact, the sinking feeling of a costly mistake, lungs burning with exhaustion and a rush of victorious adrenalin.

The shirt will deliver these sensations in response to actual game events, which will be conveyed in real time to a smartphone app that will relay commands to the shirt via Bluetooth.

The effort promotes the broadcaster's AFL (Australian Football League) coverage. The brand will offer the shirts to several groups: new subscribers, a select group of longstanding subscribers, subscribers who take up an upgrade offer and 100 winners of a Facebook competition.

“We know AFL fans are amongst the most dedicated sports fans in the world, and at Foxtel we’re always looking for ways our subscribers can connect with the game and their favourite team," said Ed Smith, Foxtel executive director of sales and marketing. "The alert shirt is the first of its kind in the world and we’re proud to offer this ground-breaking technology to AFL and Fox Footy supporters.” 

CHE Proximity and We:Ex worked with AFL captains Scott Pendlebury of Collingwood, Luke Hodge of Hawthorn and Trent Cotchin of Richmond during the shirt's development. “The good thing about the Alert Shirt is now people at home will be able to feel the impact of what players feel on the ground,” Hodge said.


Client: Foxtel

Ed Smith, Executive Director of Sales and Marketing
Jesse Stephens, Head of Acquisition Marketing
Emma Lambourne, Acquisition Marketing Manager
Tara Langtry, Acquisition Marketing Executive

Agency: CHE Proximity

Leon Wilson, Executive Creative Director
Sam Harris, Copywriter
Tom Wenborn, Art Director 
Sam Maguinness, Head of Digital Craft
Tom Lear, Digital Designer
Tony Chilvers, Planning Director – Interactive
James Needham, Planning Director – Brand
Elizabeth Bierre, Senior Account Director
Shannon Mason, Senior Account Manager
Josh Armstrong, Senior Account Manager
Richard Taylor, Head of Digital Creation
Di Nash, Head of TV Production

Production Partner: Wearable Experiments (We:eX)

Ben Moir, Technical Director
Billie Whitehouse, Fashion Director
Annabel Stevens, Digital Research Manager
JP Liew, Electronics Engineer


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