Adidas Makes the Most of Their Haters

Adidas Makes the Most of Their Haters

By myclever™ Agency

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.

The brand has nearly 20.5 million Facebook likes,  2.8 million Instagram followers, 2.31 million Twitter followers, over 660,000 YouTube Subscribers and 100,000 Google+ followers.

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. There Will Be haters Word Cloud


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.

There WIll Be Haters - Mesut Ozil


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?

This post was written by myclever™ Agency

Exceptional marketing is driven by human insight. myclever™ Agency craft beautiful, useful and engaging experiences with social media at the heart.