Introducing ‘#ThereWillBeHaters’ – A fierce campaign from adidas football.


2015 is set to be another enormous year the powerhouse of football design that is adidas. Smashing into January, the brand has lit a spark under the world of football with #ThereWillBeHaters – A campaign with a provocative new video featuring global football stars such as Luis Suarez, Gareth Bale, James Rodriguez and Karim Benzema at its heart.





In the football world, If you have “haters”, then it may well be seen as the ultimate compliment. To stand out, to split opinion and to tear up the football rule book – The best players know that a great performance delivers “hate” from fans and opponents, particularly on social media, which then continues to fuel the confidence to deliver even greater performances. They thrive off it – and they make no apology in doing so.

These guys know all about that.



The film, featuring title track “Battle Royale (Haters Instrumental VIP)” by Apashe, has been released to coincide with the launch of adidas’ new football footwear range for 2015. The adidas adizero f50, Predator, Nitrocharge and 11Pro all sit at the cutting edge of technology, ensuring you will deliver a “haters” performance when you step out onto the field.



The film, which kicks off with the provocative voiceover of “They hate the way you walk. They hate the way you talk…”, features the larger than life personas of ‘Hero’ Gareth Bale, ‘Golden Boy’ James Rodriguez, ‘Target Man’ Luis Suarez, and ‘Hip Hop VIP’ Karim Benzema. The video takes a whirlwind tour of the perceived lives of these players, focussing on their flash lifestyles, over exuberant goal celebrations, possessions and good looks.

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The film then goes on to illustrate exactly how, why, and what the haters hate about them the most… their outstanding achievements on the field of play and the boots that drive these incredible performances. “They hate your shiny new boots. They hate your boots… because they wish they were in them”.

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In itself a campaign to split opinions, provoke haters whilst stamping it’s mark on the football community – adidas has put creativity at the forefront of its execution here. Plenty of illustration, a widespread celebration of techniques, it’s designed to perfection and that’s before you even mention the products. More on them…shortly!

In the mean time though…LOOK AT THEM. An triumph of a collection. Serious clout.




Loving the illustration surrounding the boots – spot on, that.

The world’s most hated players will wear the all-new adidas adizero f50, adidas Predator, adidas Nitrocharge and adidas 11Pro on field from January 23rd, with the boots available to purchase from Monday 2nd February at adidas own-retail outlets as well as specialist retailers worldwide. For further information please visit or go to or follow @adidasfootball #ThereWillBeHaters – it’s a good time to join the conversation.


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