Coke Just Signed a Virtual Athlete Endorser, and Had Him Remake One of Its Classic Ads

Alex Hunter is a superstar within FIFA 18

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Alex Hunter is one of the most popular young soccer players today. The grandson of a famous British player in the 1960s, the teenager is trying to break through in the storied English Premier League. Millions followed his story last year as he began to make a name for himself—even though he’s not a real person.

Hunter was the protagonist in the story mode of FIFA 17 called “The Journey,” a new feature of the EA Sports game that allowed fans to leave the pitch and follow a player’s personal life in the limelight.

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