adidas “There Will be Haters” video: How Hate Fuels Performance

Hi everyone,
adidas’ new video “There will be haters” is provocative, fun, inspirational and outlines that “haters” actually fuels players’ confidence and make them deliver an even better performance.

Haters are everywhere and no matter what you do, how you do it, they will still hate you. Fair enough for adidas, Bring the hate then, we will keep performing!!

Having “haters” is the ultimate compliment. The video features Luis Suarez, Gareth Bale, James Rodriguez and Karim Benzema is self-explanatory. They don’t care to be hated, they thrive on opponent fans hate and have no intention to apologize.

The film then goes on to illustrate exactly how, why, and what the haters hate about them the most… their outstanding achievements on the field of play and the boots that drive these incredible performances. “They hate your shiny new boots. They hate your boots… because they wish they were in them”.



What is interesting in this video is that adidas is communicating in a fun way on “hate” a negative feeling, and turns it into a positive outcome: Perform and be the best. 

The hate = performance angle is quite daring. It focusses on the drive to perform against all odds and to thrive off others dislike to reach to the stars. 

Provocation has not always been a main characteristic in adidas videos. It’s a bold and compelling angle to communicate on, and the 3-stripes came up with a fun, true and memorable result.

Karl Lusbec