Soccer stars say 'bring on the hate' in UK Adidas spot

Adidas: runs 'haters' campaign
Adidas: runs 'haters' campaign

The ad by Iris plays off the players' brushes with controversy

LONDON — Adidas has launched a new campaign for its range of soccer boots, featuring four stars of the game and the tagline #THEREWILLBEHATERS for those that always hate the talented.

Iris was behind the ad, which features former Liverpool striker Luis Suárez, who now plays for Barcelona, and Real Madrid's Gareth Bale, James Rodríguez and Karim Benzema.

The theme of the ad is "haters" – people who might dislike or disparage you because you are talented.

In fact, the ad goes further, and says that if you have haters, it’s the ultimate compliment.

The ad features the track Battle Royale (Haters Instrumental VIP) by Apashe and day-glo graphics that illustrates how these stars are hated for their talent. More than that, they thrive off the hate.

Brash and in-your-face, the campaign ends with the slogan, "They hate your shiny new boots. Because they wish they were in them."

The players will be wearing the shiny new boots, the adizero f50, Predator, Nitrocharge and 11Pro from 23 January, and the boots go on sale on 2 February.

Client: Adidas
Creative director: Adam Fish
Design director: Iain Robson
Managing partner: Henry Scotland
Group account director: Simon Yoxall
Account director: Greg Dade
Producer: Jeremy Muthana
Production company: Frenzy Paris
Director: Ernest Desumbila
Producer: Willy Morencé
DOP: Borja López Díaz
Post production: Limon Studios - Barcelona
Post production lead: Albert Montero Vera

This article first appeared on

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