Marking a significant cultural moment in the game, adidas has launched an all-new collection of sport-style co-ords called adidas Essentials, and to front the collection, the Three Stripes has partnered Lionel Messi with entrepreneur and philanthropist, Antonela Roccuzzo – who also happens to be Messi’s wife.
While it could be argued that, for all his unrivalled on-on-pitch ability, Lionel Messi has always lacked a certain amount of off-pitch charisma to carry campaigns, there’s no doubting that sticking him front and centre of a collection will still help sales. Now, whether Messi never actively seeking out the limelight away from the game is a personality trait or a personal choice is open to debate, but a new campaign centred around an all-new collection of sport-style co-ords has seen Adidas taking a new approach to marketing Messi – teaming him up with none other than his wife, Antonela Roccuzzo.
Roccuzzo officially joins the Three-Stripe family and marks her first appearance for the brand alongside her hubby for the adidas Essentials collection. The idea behind the pairing is to represent and celebrate the feeling of comfort felt when with family – whether it be relatives or a chosen community in sport. The collection combines premium soft cotton materials with refined detailing to create comfort-first pieces for the everyday.
Speaking about the new line and joining the adidas family, Roccuzzo, said: “I am really excited to be fronting adidas Sportswear’s new campaign and it feels really special that I am joining the same adidas family that has played such a large role in Leo’s career, and our own family’s life for so many years. Family is so important to me, so it feels right to kick off our partnership by celebrating this concept and feeling through the adidas Essentials collection. Sport inspired looks are something that I have grown to love over the years, particularly for my day to day – like when I attend matches to support Leo or my boys, or travelling and running work errands. It’s great that I can add these comfort-first fits into the mix.”
Messi added: “Whilst I have been a part of the adidas family for so many years and created so many unforgettable memories, fronting my first ever campaign with the brand alongside Antonela feels extra special – especially as it is one that is rooted in celebrating the love and comfort of family. I have grown up with Antonela, and I have also grown up with adidas, so it is incredible that these two parts of my life can now come together. Over the years, my style has definitely evolved and since joining Inter Miami I have started to enjoy wearing brighter, bolder colours, which the adidas Essentials collection certainly embraces. I am always a comfort-first type of person, as I am mostly training or with my family, and I love that I can mix and match the hero pieces from the collection in a way that works for me yet still look sharp no matter where life takes me.”
Could this be the beginning of a new way of marketing Messi away from football, particularly with one eye on when the Argentinian finally decides to hang up his boots? Or is it just an no-brainer for spring-boarding Roccuzzo's introduction with the brand? Probably the latter, but this still feels like a culturally significant moment, with husband and wife pairings on teh marketing front being quite the rarity.
The new adidas Essentials collection is available on the adidas website, in stores and via the adidas app.
