Messi, Marriage, and Marketing: Here's How Adidas Scored a Hat-Trick

Few brands have mastered the art of reinvention quite like Adidas. From its humble beginnings as a Bavarian workshop outfitting athletes with screw-in studs to its global dominance in football, fashion, and culture, Adidas has built a legacy of innovation. As the first sports brand to sponsor a FIFA World Cup, Adidas has continually set benchmarks—acquiring and redefining Reebok along the way, and closing Q3 2024 with a €6.44 billion revenue, fuelled by retro icons like the Samba and Gazelle. This growth was bolstered by strong sales in Greater China (up 9%) and Europe (up 18.8%), with operating profit soaring 46% to €598 million.

Beyond its in-house creativity, Adidas has relied on leading agencies to craft iconic campaigns. From TBWA\Chiat\Day's groundbreaking "Impossible is Nothing" to Mother Berlin’s latest masterstroke with Lionel Messi and Antonela Roccuzzo, Adidas proves it knows how to make sportswear transcend the field. Off the pitch and perfectly on point, Adidas and Mother Berlin debut Essentially Family, the first campaign in their creative partnership, introducing the new Adidas Essentials collection. As Alexander Nowak, Creative Partner & Chief Creative Officer at Mother Berlin, explains:

“‘Essentially Family’ not only marks the premiere of the new adidas Essentials collection but also presents world champion Lionel Messi in a new light. Mother Berlin and adidas portray Antonela Roccuzzo and Lionel Messi together, as a married couple, in a global campaign for the very first time.”

Shot by British photographer Alex de Mora through DMB—renowned for his bold, magazine-cover style—the campaign channels the iconic aesthetics of LIFE magazine, creating imagery designed to resonate in collective memory. SMUGGLER, the production team, brought this vision to life, capturing the Messis in their most dynamic and human form. Antonela Roccuzzo shines in her own right, while Messi steps into a deeply personal role as a husband, reminding us that even global icons are, at their core, family.

More Than Meets the Eye

At first glance, the campaign feels like a celebration of the Messi family’s domestic life. But beyond the cozy, relatable visuals lies a strategic alignment with premium, aspirational branding. A Sage Barista coffee machine quietly steals the scene, adding an understated layer of premium appeal. While there’s no evidence of a partnership with the brand, its inclusion positions Adidas as more than just a sportswear label—it’s a lifestyle marker. For C-suite marketers, this subtle cross-pollination between categories offers a lesson in embedding aspiration into everyday settings.

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The Messi Effect

Lionel Messi’s move to Inter Miami this year was more than a transfer—it was a seismic cultural moment for soccer in the United States. With attendance records broken and nearly half a million Messi jerseys sold upon announcement (The Sports Sight), the campaign taps into this heightened American interest in “the beautiful game.” By portraying Messi as a family man, Adidas bridges his on-pitch dominance with off-pitch relatability, making him an even bigger draw for U.S. audiences unfamiliar with soccer’s global appeal.

For Adidas, partnering with Messi isn’t just smart—it’s classic three-stripes playbook. With the FIFA World Cup headed to the USA, the timing couldn’t be sweeter. This campaign isn’t just about Messi’s star wattage; it’s Adidas flexing as the go-to brand linking global football fever with America’s growing soccer obsession.

Reaching New Audiences

The genius of this campaign lies in its multi-audience appeal.

• Families: The focus on family life emphasises values of connection and comfort, resonating with parents who seek authenticity in their brands.
• Women: Antonela Roccuzzo’s inclusion marks a notable shift for Adidas, which historically leaned heavily into athlete-focused marketing. As a philanthropist, model, and entrepreneur (UNICEF), Roccuzzo brings depth and diversity, appealing to female consumers who value representation.
• Gen Z: The casual, understated tone aligns with younger audiences’ preference for relatable, story-driven content over overt performance messaging.

For executives, this is a case study in tailoring campaigns that stretch across demographics without diluting the core message.
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Impact of Authenticity: Messi’s Personal Touch

Lionel Messi has been flying the Adidas flag since 2006, but this campaign takes things closer to home—literally. With his trademark humility and family-first ethos, Messi personifies Adidas’s commitment to authenticity and integrity, proving that even global icons can keep it real.

As he stated in the campaign's launch, “Fronting my first-ever campaign with the brand alongside Antonela feels extra special—especially as it is one rooted in celebrating the love and comfort of family.”

For Adidas, credibility isn’t a trendy buzzword—it’s the backbone of its brand strategy, driving trust and loyalty. This campaign is a masterclass in why choosing ambassadors who live your values pays off in dividends that go far beyond the short term.

Nike brings the fireworks, Adidas brings the feels.

Adidas has carved out a distinct position in the sportswear market with this campaign, setting itself apart from rivals like Nike. This shift toward storytelling grounded in everyday moments taps into something deeper: emotional bonds that stick. In a crowded market, where loyalty is hard-won, brands embracing this approach are turning relatability into their sharpest competitive edge.

The timing? Impeccable. Adidas swerves the festive fluff and opts for year-round, global relevance instead. By spotlighting the Messi family in their natural habitat, the campaign nails what today’s consumers crave: brands that ditch the corporate gloss and show up real, relatable, and right at home.

The Takeaway for C-Suite Marketers

Adidas’ campaign with Lionel Messi and Antonela Roccuzzo sets a high bar for strategic brand building. From clever product positioning to its broad audience appeal, the campaign draws on cultural resonance, emotional depth, and a sharp sense of authenticity to create a story that cuts through demographics and borders.

For brands looking to capture the same momentum, the lesson is clear: pair aspiration with relatability to strike a chord with consumers. In a landscape where people crave connection over convenience, Adidas delivers a campaign that feels intimate, relevant, and entirely unforgettable.