Stanley 1913 has teamed up with global football icon Lionel Messi in a multi-year partnership, kicking off with a limited-edition Messi x Stanley collection.
To celebrate, creative production agency Wellcom Sydney hosted a dynamic three-day immersive event at Sydney’s Ultimo Community Centre, featuring rooftop soccer matches, interactive games, and exclusive giveaways.
Oli Hammerton, creative director at Wellcom, shared what Messi represents to the community as an athlete:
“Messi came from humble beginnings. His dream became a reality, but it started somewhere.
As with a lot of young Australian athletes, especially in football, stars are born on community pitches so hosting the launch event at the Ultimo Community Centre was important to us.”
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The launch highlights how experiential marketing can create memorable connections through interactive events that allow brands to engage firsthand with their consumers.
By partnering with influencers and athletes, Stanley also amplified its audience reach, leveraging authentic voices to engage a global audience.
Uniting Fans Through Sport
The pop-up drew fans of all ages, offering world-record trick shot performances, influencer appearances, and a chance to win Messi-inspired merchandise.
Athletes like Matilda’s Michelle Heyman and Western Sydney Wanderers' Sophie Harding joined the festivities, alongside YouTube star Jed Hockin and Sydney Street Crew.
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Messi, a long-time user of Stanley’s South American Maté System, expressed his enthusiasm about the collaboration:
"My connection to the brand is truly authentic, having a Stanley by my side throughout everyday."
Messi underscores the importance of community and family in his endorsements, recently collaborating with Adidas Essentials alongside his wife, Antonela Roccuzzo.
