>> we all know, every certain amount of mileage, we've got to make an oil change. >> reporter: and to do that, the rams rely on the same technology aat tracks shipments and targets shoplifters. a microchip the size of a nickel is now embedded in every game y ll... >> he's coming for number 4! >> reporter: ...and the shoulder pads of these linemen. >> carter, why don't you suit up. >> reporter: john pollard is vice president of zebra technologies, the company that producing the tracking chips. okay, so where are the sensors here? >> the sensors are sitting in e e shoulder pads here. c reporter: the result is a treasure trove of data. every movement is tracked and plotted. >> the rotation of the ball, and the velocity of the throw. plere we go. rotatstarting to warm up. >> reporter: yeah, that was a e ce one. so, i'm number 14 right there? >> right. >> reporter: it's also gathering how fast i'm moving, how quickly i stop. r: how far you went. >> reporter: so when the pros suit up and the virtual becomes reality, it's serious business. >> a 52-yard catch-and-run! >> reporter: and this is keeping track of every player on the field? >> absolutely. or reporter: rath told us the chips show how high quarterbacks