Lionel Messi and Bad Bunny Join Forces for Adidas

Campaign centers on fan devotion

Adidas explores the enduring nature of fandom for its latest celeb-driven campaign, with words of praise read by their intended recipients: soccer legend Lionel Messi and music superstar Bad Bunny.

The work intros “The Bad Bunny + Messi Collection,” dropping on Oct. 26. The goal is to celebrate the intersection of music, sports and style.

The shoes take inspiration from their heritage models, the Adidas Gazelle and the F50 cleat (Messi’s footwear of choice for most of his career).

Newcycle developed the initiative—which incorporates fan messages from social media and other venues—culminating in a single letter. 

Both Messi and BB read excerpts. For example, one devotee praises Lionel: “This country wouldn’t be the same if you were born anywhere else.”

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The mutual admiration vibes run thick and fast between the two icons. Bad Bunny has referenced the soccer god in his music—including five times on his latest album. Messi says seven Bad Bunny tracks are included on his pre-game playlist. 

For its part, Adidas seeks to “cement its role in culture” through this partnership.

The campaign lives on platforms such as Instagram, YouTube and X.