The Sound Of Football Levels The Playing Field For Blind
Athletes  A Swedish campaign, part of the Pepsi Refresh Project,
fits visually impaired soccer players with sense-enhancing
technology that creators hope will have off-pitch applications.
Pros vs. Joes is a relatively common sporting device—retired
professional athletes square off against capable amateurs in a
test of athletic skills. But what happens when the Joes in such
a pairing also happen to be visually impaired? Swedish agency
Åkestam Holst leveled that seemingly uneven playing field with
the Pepsi-funded project, The Sound of Football.  The Sound of
Football paired one team of former football pros with another
team made up of visually impaired players, and fitted them both
with equipment that allowed them to hear, rather than see, what
was happening on the playing field around them. The agency hopes
that the technology developed for the project will help the
visually impaired off the pitch too.  The Sound of Football is
part of the Pepsi Refres