Samsung Benelux, in collaboration with Cheil WW Benelux, has launched an innovative AI performance tool to give the Dutch national men’s 3×3 basketball team a competitive edge. This initiative is part of Samsung’s ongoing partnership with the Dutch Olympic team.
Fast-Paced 3×3 Basketball
3×3 basketball, a new Olympic sport, is a 10-minute game with three players on each side, half a court, one hoop, no timeouts, and no court-side coach. Due to the intense nature of the game, player fatigue impacts shot accuracy, especially in the last 90 seconds. Any technological advantage can be crucial.
Introducing ShotControl
ShotControl, an AI-powered sports analytics tool, provides players with detailed insights into their performance. It helps them understand from which precise spot on the court they have the greatest shot accuracy as fatigue sets in.
How ShotControl Works
Multiple Samsung Galaxy devices installed in the Dutch National basketball training facilities capture images and track every player’s shot accuracy over weeks of training. The AI-powered application processes this data, creating dynamic heat maps that show each player’s best shooting positions during the final 90 seconds of a game.
Previous Innovations
Samsung and Cheil Benelux have a history of successful sports technology collaborations. Their previous innovations include the SmartSuit, which helped the Dutch short-course speed skating team win four medals at the PyeongChang 2018 Winter Games, and the FastFrame analytics tool, which helped Neik Kimminn secure a Gold medal in Tokyo for the Dutch men’s BMX team.
Key Figures Speak
Gerben van Walt Meijer, marketing manager mobile eXperiences at Samsung (SEBN), expressed his enthusiasm: “Samsung has a long history with the Olympic Games. After SmartSuit and FastFrame, we hope ShotControl will prove that innovation can make the impossible possible in Paris and beyond.”
Tim van der Sijde, managing director of Cheil Benelux, highlighted the project’s goals: “We wanted to help 3×3 basketball and showcase Samsung’s innovation. The tool had to be non-intrusive and intuitive, offering long-term insights. It was a multi-year project that brought together various expertise within our agency.”
Malcolm Poynton, global chief creative officer at Cheil Worldwide, added, “Cheil continues to lead in mobile innovation and AI. ShotControl creates a new kind of digital training partner that’s already changing the game.”