Adidas Originals has just unveiled a new campaign for its latest major release, bringing together legendary footballer Lionel Messi and Latin superstar Bad Bunny for a massive collaboration.
The Bad Bunny & Messi Collection combines music and football, uniting both worlds while highlighting the mutual respect and admiration shared by the two stars and their gratitude to their fans.
The collection spotlights two of the brand's most iconic models and draws from a vast treasure trove of the Adidas brand archives, which includes heritage models, materials, and colorways.
The first is the Adidas Gazelle, which has gone from indoor gyms to the forefront of fashion, becoming a favorite of the Puerto Rican musician.
Accompanying the sneaker is the Adidas F50 cleat, a personal favorite of the Argentinian footballer that's widely regarded to be one of the greatest football boots of all time.
In a press release, Bad Bunny (whose real name is Benito Martinez Ocasio) said that the name "Messi" has become synonymous with courage, heart, and greatness.
"Watching him play with the passion he does is a privilege. I compare the love he feels for his country and his sport to the love I feel for music and Puerto Rico. Collaborating with him is an honor that so many people dream of and I never even imagined I could achieve it," he continued.
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Messi also chimed in, calling back to the campaign's theme by sharing his gratitude to the fans who inspire him and praising Bad Bunny for his music:
"I always try to give everything I have on the pitch, so it’s great to see that there are people who appreciate that effort and always support me, even in bad times.
Music is connected to many aspects of my life, and Bad Bunny is an artist who is never missing from my playlist.”
Order sign-ups for the collection will be available on the CONFIRMED and Adidas apps starting October 21 and in Adidas flagship stores starting October 26.
Adidas Originals has produced a milestone campaign, tapping two of Latin America's biggest celebrities for a collaboration that will undoubtedly reach millions of audiences.
This underscores the importance of influencer marketing, which, when done right, can take a campaign beyond its limits.
Latin Excellence
Coinciding with the collection's release, the campaign spotlights the millions of Bad Bunny and Messi fans who support their idols through social media, in the stands, and beyond.
A heartfelt 100-second spot begins with the two stars reading fan letters in a nostalgic home setting.
Voiceovers read the letters out loud, describing the happiness and pride both stars bring to fans in their respective countries and touching upon the special nature of their talents.
Each letter creates parallels between the two, both of whom have filled stadiums and stayed at the top of their game over the years, bringing glory to their people.
Individual fan voices begin to speak in unison, thanking Messi and Bad Bunny for changing the lives of millions.
The heartwarming spot ends with Bad Bunny and Messi emotionally reading letters to each other.
Messi has appeared in many an ad, being one of the world's top football players. Back in April, he starred in a campaign from Lay's featuring a catchy spin on a football chant.
Meanwhile, in August, Adidas Originals launched another football campaign with an A-list star, enlisting the talents of Will Poulter.
