If your team has no haters, you're not winning enough. Real Madrid embrace the negativity and jealously that comes with lifting trophies and that's reflected in their new adidas #FirstNeverFollows film to launch their 2016/17 third strip.

adidas are approaching the new season with serious attitude. Using their 'Big 6' clubs for a confident, winning mentality series of videos that shuts down the criticism by performing where it matters – on the pitch. Provoking rivals of the club to talk all they want, to only further fuel the fire in their bellies. Blah, Blah, Blah, you're 1-0 down already.

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The new Real Madrid 2016/17 Third Kit is a bespoke beauty. No two ways about it. Black with purple accents, the design on the shoulders represents the road from the Santiago Bernabéu to the fountain of Cibeles, a point in the city where Real Madrid fans will gather to welcome their heroes as they make their traditional victory route to celebrate a trophy win. The Undecima coat of arms on the shirt celebrates the fact that Real Madrid was the first club to lift the UEFA Champions League eleven times. Winning all over.

Want it? Grab yours here.