Association with Lionel Messi Adidas So popular that it’s hard to imagine it with any other brand. Still, his partnership with Adidas wasn’t always the plan. At the start of his career, Messi was linked Nikea relationship that unexpectedly ended due to miscommunication. The decision proved to be a pivotal moment for both Messi’s career and the brands involved.
The story between Messi and Nike began in 2001, when the 14-year-old Messi was a rising star at Barcelona’s La Masia academy. At that time, Nike was the official sponsor of the club and Messi, like all other players, wore the brand. However, in 2006, he switched allegiances, signing a contract with Adidas. It came as a surprise, especially since Nike had already secured a young Messi for several years.
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So, what caused the rift between Messi and Nike? The reason, as explained in a 2022 Wall Street Journal article, was apparently a small problem: Messi’s father had requested more athletic gear from Nike, but the company failed to respond to the request. This lack of attention was enough to ruin the relationship. Nike, failing to foresee Messi’s future stardom, did not act quickly enough to retain him. Messi’s dissatisfaction with the situation led to a severance of the relationship and the player soon left for Adidas.
Nike, unwilling to let go of such a talent without a fight, took Messi to court over the contract. However, the court ruled in Messi’s favor, saying Nike only had a “commitment letter” and lacked the necessary paperwork to enforce the deal. With this legal victory, Messi was free to pursue a new partnership, and Adidas immediately seized the opportunity.
Since signing with Adidas, Messi has been at the forefront of their football campaigns, helping the brand strengthen its position in the football market. In 2017, Messi signed a lifetime contract with Adidas, making him the only soccer player to do so. This partnership has been incredibly profitable for the brand. Adidas’ market value has grown from USD 10 billion (approx. Rs. 80,000 crore) in 2006 to USD 31.59 billion (approx. Rs. 2.53 lakh crore) in recent years, and Messi’s global popularity has undoubtedly contributed to this growth.
Additionally, Messi’s transfer to Inter Miami in 2023 further boosted Adidas’ profile. The brand produced the team’s number 10 jerseys, which quickly became the best-selling soccer kits in North America. Adidas struggled to keep up with the overwhelming demand, a problem many would envy.
In retrospect, it seems clear that Nike’s failure to meet Messi’s needs cost them dearly. What was once a minor oversight lost one of world soccer’s biggest stars to a lack of tracksuits. Adidas, on the other hand, has benefited greatly from its long-term partnership with Messi, which has strengthened its dominance in the football apparel market.