Global campaign across film, print and social.

This campaign was about reframing the brand’s role from kit maker to supplier of confidence. Players need full confidence to play at their best, and abuse from opposing fans and players chip away at that. Our answer? To embrace the abuse. To turn the negative comments into motivation. To recognise that the hate was actually a sign that you were doing something right.

If you’re the best you get hated the most. Messi being Messi, he received his own unique treatment for #therewillbehaters.