Adidas has launched its latest campaign for its latest Essentials collection, a range designed to bring sport-inspired comfort to everyday life.
For the first time, global football icon Lionel Messi is joined by his wife, Antonela Roccuzzo, in an Adidas campaign by independent creative agency Mother Berlin that highlights the importance of family.
The collection launched Tuesday features soft, cotton-rich fabrics and versatile pieces tailored for all generations, embodying the ease and warmth of being with loved ones.
Roccuzzo makes her Adidas debut in the campaign, marking her official welcome to the three-stripe family. She expressed what joining the campaign means to her in a news release:
“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.”
Messi also shared his excitement, citing the experience with his wife as “extra special:”
“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.”
Meanwhile, Alexander Nowak, chief creative officer at Mother Berlin, reflected on the campaign’s visual storytelling:
'Essentially Family' showcases Antonela as a star in her own right, and next to her is a very human Messi, who is not portrayed as a footballer, but as a husband — and this campaign captures an interesting moment in time between an iconic couple.”
Creative agencies like Mother Berlin continue to showcase the pivotal role of strategic partnerships in crafting campaigns that resonate with audiences.
Family Is Timeless
The campaign’s visuals show Messi and Roccuzzo in a relaxed home setting, laughing and spending quality time with family.
The visuals underscore their bond while showcasing the Adidas Essentials collection, which includes leggings, sweats, and tees in tailored and oversized silhouettes.
The collection blends minimalist aesthetics with bold colorways and premium trims, offering a mix of function and style.
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Designed to transcend seasons, the range caters to both adults and kids, making it a wardrobe staple for every generation.
The Adidas Essentials collection isn't Messi's first collaboration with the brand.
In October, the legendary footballer partnered with Latin superstar Bad Bunny to unite music and football for the sportswear brand.
