In our weekly round up series, we’re taking a look at Adidas Football’s ‘There Will Be Haters‘ campaign.
To anyone familiar with organised sports, professional teams or even just exercise clothing, Adidas needs no introduction.
The German brand is one of the largest in it’s category, sponsoring global sporting events and athletes including the likes of Lionel Messi.
The main Adidas brand diversifies by different sports and product ranges – Adidas Football, Adidas Rugby and Adidas Neo are just three examples of specific arms operating under the Adidas umbrella.
There Will Be Haters
Rivalries are an integral part of sporting competition. Rivalries create tension. Rivalries create hatred.
Adidas are embracing their haters, owning the hostile negativity of the people that don’t like their brand and their athletes. This negativity, this outcry of hatred, is engagement, after all.
“There Will Be Haters” empowers the audience, spreading the message that negativity is an inevitable aspect of being successful.
The purpose is to promote Adidas’ newest range of football boots. As part of the campaign, Real Madrid striker Karim Benzema took part in a live Twitter Q&A with three lucky Adidas Football followers.
“There Will Be Haters” has been mentioned over 63,000 times since the campaign launched on March 21st.
A word cloud we generated through our social listening tech clients, Brandwatch, suggest that most people are discussing the brand in relation to other positive topics including great players, “shiny” new boots and matches like El Clásico and derby days.
The brand video (above) reached two million views in the first two days.
Starring world-class players including Gareth Bale, James Rodriguez, Lionel Messi and Luis Suárez, the video features a striking visual style that is rolled out across many more of Adidas Football’s visual assets.
Another example of managing their community with witty, on-brand banter includes this exchange with one Twitter user. Hating Mesut Ozil for switching from Nike to Adidas, the brand silenced the critics by pointing out that Ozil won the 2014 FIFA World Cup in all adidas kit.
The campaign plays off the abuse many professional footballers receive for being successful.
The haters, those who dedicate time and effort to trying to tear down their rival teams and players are, in fact, paying them the ultimate compliment.
If you have haters, you’ve made it.
A distinct and playful visual style defines the why-so-serious attitude Adidas Football has towards those haters.
Over To You
What do you think? Have you spotted a clever campaign?