A 'Be The Difference' is a marketing blurb that Adidas are currently using to promote their football products and events. Current Adidas football products that are promoted using the 'Be The Difference' blurb are: Adidas Copa SL football boot; Ace 16+ Purecontrol football boot; Ace 16.1 Primeknit football boot; X 15.1 football boot; and the UEFA EURO 2016 Official Match Ball. Adidas also have a 'Be The Difference' twitter account - hashtag #bethedifference - which provides users with all the latest news related to Adidas football products, events, and football teams that wear Adidas kits. Football players who endorse Adidas - like Paul Pogba - also post updates on the page. Some examples of recent posts by Adidas on the #bethedifference account include:
Therefore, the #bethedifference account is a healthy mix of videos and pictures promoting new Adidas products, and news related to football teams (Man Utd, Chelsea, MLS teams, Bayern Munich) and players (Lionel Messi) who endorse / wear Adidas products.