Launching footy boots to 14-19 year olds used to be about celebrating the good stuff, product features, speed, agility, tech, etc. NOT ANYMORE!!!

See if you’re the best player with the best kit... #THEREWILLBEHATERS!!! This campaign called out those trolls before they tweeted another word, and turned hate into a product feature.

We kicked off with the Worlds greatest footballers. Highlighting all the things the ‘haters’ hate about them. Why? Because they wish they were in their ‘shiny new adidas boots’.

This started an epic conversation, on the channels our audience are most active. Every adidas player supported it, stamping the hashtag on all their posts. We stormed the press, pitch-side-hoardings, game-time-social, outdoor, to the store. An ever growing, reactive, responsive, story that became the most socially successful adidas campaign ever.

Now everyone wishes they had some haters of their own AND a shiny new pair of adidas boots.

We kicked off with the Worlds greatest/most-notorious footballers. Highlighting all the things the ‘haters’ hate about them. Why? Because they wish they were in their ‘shiny new adidas boots’.

This started an epic conversation with our online audience on the channels they’re most active. We responded to almost all their comments, positive and negative. Every adidas player particiapated, stamping the hashtag on their posts. On match days we goaded and celebrated with reactive posts.

We stormed the press, pitch-side-hoardings, game-time-social, outdoor, to the online store. An ever growing, reactive, responsive, story that became the most socially successful adidas campaign ever.

The comments, responses, reactions, and organic use of #therewillbehaters were testament to how effective this campaign was with our online audience. Our most successful campaign to date, and tracking showed that we received a more positive comment response than anything we've ever done. They loved that we came back at so many of them directly. Now everyone wants some haters of their own AND a shiny new pair of adidas boots

+25m video-views (FB/TWTR/YTUBE)

+200k shares

+300k mentions of hashtag

+6m likes/fave's/comments

80% positive comments

+3k responses from us

+70% increase in traffic to adidas.com

+600m Global media impressions