This year's most anticipated sports event, the FIFA World Cup Germany 2006, is getting sizzling as the planet's finest 16 teams compete over the knock-out round, setting all-time high records of worldwide cumulative viewership and commercial deals. Nevertheless, when it comes to soccer surprises, Germany 2006 could not be a highlight, at least not at the moment. Despite the French struggle, favorite Brazil, England and Germany have just begun their fights after easy games.

Host South Korea's victory over powerhouse Italy, black horse Senegal's defeat of continental France and favorite England's loss to novice USA in past World Cups aside, let me bring your attention to one of the Game's most phenomenal miracles, and perhaps least known, West Germany's win over then omnipotent Hungary to clinch the World Cup trophy.

Think World Cup is only fought on the fields? Think again! The battle is fierce way beyond the pitch, extending from the peripheral advertisement boards to stock prices of arch rivals Adidas and Nike. Indirectly, it was this commercial fight over World Cup sponsorship that rewarded Germany its first World Cup title in 1954.

When it comes to soccer, sports leader Nike has to give it to Adidas. The Germany's global icon prides its brand on soccer essentials, from boots to balls to apparels. In the eventful 1954 Switzerland World Cup, Adidas founder, Adi Dassler, determined to maintain his lead over the USA brand in soccer, innovated the world's first replaceable cleats after carefully studying the muddy field of Bern. The new screw-in studs helped his German countrymen triumph over giant Hungary in a seismic match. The miracle of Bern was born.

Adi Dassler's replaceable cleats have now been developed into customizable sets of boots, in-soles and studs, the new Adidas mark in the relentless competition with Nike. Professional soccer players usually have three pairs of boots for different match conditions. Now, all they need is a personal Adidas soccer set with selected replaceables.

Technology has empowered many aspects of our lives in more ways than we could imagine. This instance of World Cup technology simply represents one of the many prevailing technological trends, that of personalization. The way the boots transform the Game, not the score but the quality of course, is somewhat similar to how video morphers customize our movies, music editors morph iTune clips and voice changers mask our voices. Even faces could now be hidden through webcam morphers.

As the 2006 World Cup heats up with the final games, and the 2010 South Africa's Game in queue, let us await eagerly more Miracle-of-Bern surprises, especially those underneath which lies the technology of customization.

About the Author:

Josh Nowell is a Media Morpher correspondent. He is keen on technological trends and how technology has enriched our lives.

He could be contacted at media@audio4fun.com (attention to Josh Nowell).