How do you welcome Lionel Messi, the fútbol GOAT, to Miami?
With the conversation surrounding Messi’s arrival to Inter Miami reaching max volume, adidas needed a way to cut through the noise.
Since Lionel Messi is no ordinary athlete, and Miami no ordinary city, this moment was bigger than one man, one team and one fanbase. This was an opportunity to transform a welcome party into a city-wide celebration of an icon and an expression of gratitude to fútbol communities across Miami for their fierce loyalty to the sport.
The centerpiece of our grand gesture was piloting a cargo ship, wrapped with imagery of Messi in an Inter Miami kit, into the Port of Miami. Containers loaded with custom adidas gear were transferred from the ship onto branded trucks, which were deployed to neighborhoods throughout the city.
In Little Havana, we honored club supporter group La Familia, at esteemed soccer hub, Stadio Soccer, we treated the community to a full-scale Argentine BBQ and unveiled the Just Ball soccer league in partnership with the @USSoccerFoundation, and we dropped 807 adidas-branded soccer balls throughout the city, paying homage to Messi’s remarkable feat of scoring 807 goals for club and country.
From speed boats and choppers to local barbecues and bands, our celebrations transcended boundaries and sparked global conversation.
By shining a light on Miami’s distinctive identity, Inter Miami’s traditions, and vibrant Latino culture, we created an experience that radiated unity and diversity, a fitting welcome for soccer’s greatest international ambassador.
