Luis Suárez and Gareth Bale say 'bring on the hate' in Adidas spot

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

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

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


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 Morence
DOP - Borja Lopez Diaz
Post production – Limon Studios - Barcelona
Post production lead – Albert Montero Vera

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