In January, the brand launched a campaign titled "There Will Be Haters" starring the likes of footballers Luis Suarez and Gareth Bale in an effort to promote its adidas boots as part of its football business. However, in March it announced it would shift its communications strategy towards "relentless and aggressive storytelling" following the appointment of global creative agency 72andSunny to lead its sports campaigns. Earlier in the month, Adidas also announced plans to up its marketing investment for its flagship adidas and Reebok brands following sales gains in its latest quarter, despite facing pressure to cut costs as group losses widen. While Adidas' gross profit decreased by 1% to €6.924 billion versus €7.001 billion year on year due to growing costs, the company's results, which were released 5 March, showed that sales of its adidas brand were up by 11% in its latest financial quarter.