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Adweek EXCLUSIVE: ESPN The Magazine Teamed With Gatorade for This Mysterious, Tech-Savvy 'Body Issue' Cover Shazam reveals code-covered star

News   •   Jul 06, 2016 00:10 EDT

Using a mobile app, readers can scan to find out who the mystery athlete is. ESPN The Magazine

By Christopher Heine

ESPN The Magazine has eight main covers this week for its annual Body Issue. They feature NFL player Vince Wilfork, soccer star Christen Press, MMA fighter Conor McGregor and three-time NBA champion Dwyane Wade, among other athletes.

Perhaps most interestingly, there's also a super-techie bonus cover that involves Gatorade and the mobile app, Shazam. It will utilize stats—accrued by Gatorade's team of sports scientists—around Wade, creating an outline of his image. The data points entail the basketball player's training, recovery and fluid intake.

Readers will be encouraged to scan the image with Shazam, which will then reveal that the person represented by the data is Wade. The app will also show a bevy of exclusive, behind-the-scenes images from his photo shoot.

About 2 million subscribers will receive the issue. With the bonus cover, Wade becomes the first athlete to have two covers in the Body Issue's eight-year history.