When Lionel Messi joined the MLS and Inter Miami CF, it became one of the biggest moments in adidas brand history.
The Messi effect was felt instantly with over 93,000 mentions of adidas, the MLS & Messi in the first 48 hours.
To capitalize on the excitement, we took over the adidas U.S. headquarters and created an experience that could be seen around the world. Leveraging new technology, we concepted and executed a massive brand moment to celebrate Messi and show that North America is leading the charge for the legend.
From massive full building wraps to custom scarves, churros, giant soccer balls and a digital shootout game, all touchpoints were covered. Well over 1,500 people became part of this unforgettable day for adidas while the rest of the world looked on.