When Lionel Messi joined the MLS and Inter Miami CF, it became one of the biggest moments in adidas brand history.
![](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F152f4grg%2Fproduction%2Faff0aa291cdbaad3ff1b82330b4ae8252afeff74-2160x1441.png%3Fw%3D1920%26q%3D100%26fit%3Dmax%26auto%3Dformat&w=3840&q=75)
The Messi effect was felt instantly with over 93,000 mentions of adidas, the MLS & Messi in the first 48 hours.
![](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F152f4grg%2Fproduction%2F446093c802fac6d32c60ea7096fd03d020ad5438-8001x5337.jpg%3Fh%3D1000%26q%3D100%26fit%3Dmax%26auto%3Dformat&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F152f4grg%2Fproduction%2F90bf8fe7859fd3b7518d7ac32c0dfa69fe9d8973-5366x3577.png%3Fh%3D500%26q%3D100%26fit%3Dmax%26auto%3Dformat&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F152f4grg%2Fproduction%2F901243c41056f274134181088ea705f0dea0a684-8192x5464.jpg%3Fh%3D500%26q%3D100%26fit%3Dmax%26auto%3Dformat&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F152f4grg%2Fproduction%2Fccc58578ae0b3b433b13d9f090c8bd3761b7b04d-8192x5464.jpg%3Fh%3D500%26q%3D100%26fit%3Dmax%26auto%3Dformat&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F152f4grg%2Fproduction%2F643e02ae8c9369a605d3a27d6b05191e86dd5cce-8192x5464.jpg%3Fh%3D500%26q%3D100%26fit%3Dmax%26auto%3Dformat&w=3840&q=75)
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.
![](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F152f4grg%2Fproduction%2Ff53af78551ea1026fd8b7a86c24b9187fd71f18c-8192x5464.jpg%3Fh%3D1000%26q%3D100%26fit%3Dmax%26auto%3Dformat&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F152f4grg%2Fproduction%2F7c87fbe4b75748f1ff7eae4d8d417305c9771bad-7964x5312.jpg%3Fh%3D500%26q%3D100%26fit%3Dmax%26auto%3Dformat&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F152f4grg%2Fproduction%2Fbef495d0a6573448f510d864da7acf32c2268442-8192x5464.jpg%3Fh%3D500%26q%3D100%26fit%3Dmax%26auto%3Dformat&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F152f4grg%2Fproduction%2F9c63b39f4fef25fbc536968852d2f2ad60d6fe17-8192x5464.jpg%3Fh%3D500%26q%3D100%26fit%3Dmax%26auto%3Dformat&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F152f4grg%2Fproduction%2F6886328eeaada7f91a96d5a2211733eeb85589c3-8192x5464.jpg%3Fh%3D500%26q%3D100%26fit%3Dmax%26auto%3Dformat&w=3840&q=75)
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.
![](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F152f4grg%2Fproduction%2F511c36f143e70dd7dcf8b51fcc15df74f0c31cb0-8192x5464.jpg%3Fh%3D1000%26q%3D100%26fit%3Dmax%26auto%3Dformat&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F152f4grg%2Fproduction%2F83f756db07343f04bd786ec5f4edfaff46fb918e-8192x5464.jpg%3Fh%3D500%26q%3D100%26fit%3Dmax%26auto%3Dformat&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F152f4grg%2Fproduction%2F31cb42c6678fd1501cb0bdb9dfe694cdb275ff35-8044x5366.jpg%3Fh%3D500%26q%3D100%26fit%3Dmax%26auto%3Dformat&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F152f4grg%2Fproduction%2F6b9dcfb0930d91c3106ab8da4bcff9a1103ede4e-8044x5366.jpg%3Fh%3D500%26q%3D100%26fit%3Dmax%26auto%3Dformat&w=3840&q=75)
![](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F152f4grg%2Fproduction%2Fd2ed6425df95e8ff471f479e2b5145577c027790-8344x5565.jpg%3Fh%3D500%26q%3D100%26fit%3Dmax%26auto%3Dformat&w=3840&q=75)