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#ThereWillBeHaters Adidas Campaign
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Gareth Bale, James Rodríguez, Luis Suárez and Karim Benzema have some shiny new boots. The audience can join them and be the envy of the crowd by buying Adidas and accepting #ThereWillBeHaters.
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The athletes pictured are envied (read: hated) because of their keen skills and resilience in conjunction with decisions to wear Adidas when they are competing. Highly stylized images equate popularity with consumption, which is a false premise.
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