The AT&T 5G Helmet is the latest in a long history of innovations from AT&T. From a custom app, a coach can communicate a play call directly to a pinhole holographic AR lens embedded in the visor of a football player. The near-instantaneous transmission of data through AT&T 5G gives Deaf players the same information as their hearing counterparts. The challenge was integrating a battery, transmitter, visual display, and cabling into a Riddell SpeedFlex helmet without compromising safety. We experimented with components with Gallaudet’s feedback into the prototypes until we had a product approved for in-game use.

Millions of people rely on AT&T’s wireless and home internet network every day. It's a necessity. But as a category, much of telecom advertising can be indistinguishable. Deal based. Transactional. In this context, we collectively recognized an opportunity to go far above and beyond this kind of work. We embraced AT&T’s day-one commitment to innovation that changes people’s lives. By focusing on connecting with a community, committing to an iterative and often difficult process, engaging in real partnership, and serving real people, we were able to create work that goes beyond the expected, and truly proves AT&T’s core brand belief that “Connecting Changes Everything.”

AT&T produced 15 5G football helmets, divided into three categories:

Six for testing by the National Operating Committee on Standards for Athletic Equipment (NOCSAE): These helmets underwent rigorous safety testing to ensure they met regulatory standards.

Three for in-game use: Worn by Gallaudet players during a real college game, showcasing their functionality.

Six AT&T branded helmets, primarily used for promotional purposes.

Production cost: Each helmet cost approximately $60,000, including:

Research and development

Hardware components

Production and fabrication

Creative and technical direction

Retail price: The helmets are not currently available for retail and are not intended for consumer purchase yet.

In summary:

Production size: 15 helmets

Cost per unit: $60,000

Retail price: Not applicable

If this production were to commence at scale, the costs would be significantly lowered.

The AT&T 5G Football Helmet is a fully connected, 5G-powered football helmet, with a built-in Augmented Reality lens that lets Deaf and hard of hearing players see their coach’s play calls in real time, receiving information at the same time as hearing players. Once they can see what others can hear, they aren't unfairly penalized, and their talent and athleticism have a chance to shine. By connecting the players, this innovation changes the game – creating possibilities that did not exist before. This levels the playing field for our partners at Gallaudet University, and for countless Deaf and hard of hearing athletes beyond their walls – from the team today, to others who will adopt this in the future. The launch of the AT&T 5G Helmet shifted the 5G story from speed for speed’s sake, to human connection, embodying a perfect demonstration of AT&T’s brand purpose – “Connecting Changes Everything.”

September 2021 - Presented “Gallaudet Glass” concept to AT&T after meeting with AT&T 5G team

September 2021 - Start of partnership with Gallaudet University

September 2021 - Start of partnership with Riddell

January 2022 - Start of R&D process with technology partners

January–September 2022 - Initial R&D

9/21/22–9/22/22 - Tech Walkthrough @ Gallaudet University / Demo / Football Practice / Interviewed Players

10/3–10/7/2022 - First Riddell Field Testing + NOCSAE Certification & Safety Waiver Attempt

January–October 2023 - R&D Round 2

7/17/23 - Riddell Authorization

7/2023 - Second NOCSAE test + pass

10/7/2023 - In-game use. Gallaudet University vs Hilbert College, NCAA Game. Gallaudet University won!

10/14/2023 - Campaign Launch, including :60 “Sound of Silence” video

12/6/2023 - AT&T Executive Message @ AT&T Stadium

The helmet, the first of its kind, was designed by AT&T to speed up on-field communication for Deaf and hard of hearing players. From a tablet, the coach communicates the play call from a custom app via AT&T 5G, which is displayed on a pinhole holographic AR lens embedded in the visor. The near-instantaneous transmission of data results in real-time visual information, giving players the same access to critical game data as their hearing counterparts at other schools. The challenge was integrating a battery, transmitter, visual display, and cabling into a Riddell SpeedFlex helmet, balancing the engineering requirements without compromising the safety demands required for use of the helmet in game play. The design team experimented with a combination of off-the-shelf and custom components while incorporating Gallaudet’s feedback into the prototypes over a period of over two years until we had a final product approved by the NCAA.

In its first week, the campaign earned 1B+ impressions, and over 3 months, the campaign generated over 4.5B earned media impressions. Sentiment across social media was overwhelmingly positive — 93.6% – rare for this category. The AT&T 5G Helmet also delivered Gallaudet their first win of the season in the first game it was worn and Gallaudet has received approval from the National Collegiate Athletics Association (NCAA) to use the helmet in every game in the upcoming 2024 season. The College Football Hall of Fame is putting the helmet on permanent display. NCAA conferences have interest in making the helmet available to all players. And, AT&T is exploring the possibility of implementing the technology within firefighter helmets to support more streamlined communication.