To coincide with the release of adidas’s new footwear range for 2015 the sporting giants have released a new advert featuring Luis Suarez, James Rodriguez, Karim Benzema and Gareth Bale.
Each player is characterised differently using perceptions that have been carved out by their antics. Luis Suarez is a Target Man, James Rodriguez as the Golden Boy, Gareth Bale as a Hero and VIP Karim Benzema.
Launching the #ThereWillBeHaters campaign focuses on players' great performances which have prompted hate from opposing fans, fuelling confidence and further stellar performances. Focussing on their good looks, exuberant goal celebrations and possessions, the film highlights these players at their best, making no apologies for their ability and style.
The video suggest that by having haters you are being paid the highest compliment, and the biggest stars in world football thrive of it.
The film illustrates larger than life characters that fuel the hate. A provocative voiceover points to all the reasons they are hated. Highlighting that it’s not just the hate that fuels performances, the boots drive incredible ones. “They hate your shiny new boots. They hate your boots… because they wish they were in them.”
From January 23 the players will wear the Adidas adizero f50, Predator, Nitrocharge and 11pro, with boots being available for purchase February 2 in red, white and blue.
For further information visit adidas.com/football and follow @adidasfootball.