Exclusive: Adidas to Celebrate 2027 as the 'Year of the GOAT' for Messi
, by Chris
- Adidas' "Year of the GOAT" Campaign: Adidas is planning a landmark "Year of the GOAT" campaign in 2027 to celebrate Lionel Messi's 40th birthday and his historic, two-decade partnership with the brand.
- Special Messi Signature Cleat: As part of the 2027 celebrations, Adidas will release a special Messi signature "GOAT" soccer cleat, which is anticipated to be among his final regular dedicated signature boots.
- Passing the Torch to Lamine Yamal: The initiative will also feature a special project uniting Messi with Barcelona prodigy Lamine Yamal, symbolizing an official passing of the torch and Yamal's ascendancy as Adidas' future central global football ambassador.
Adidas is planning a landmark campaign in 2027 to celebrate Lionel Messi turning 40, marking the milestone as the 'Year of the GOAT', Footy Headlines can exclusively reveal. With the Argentine legend reaching four decades on June 24, 2027, the Three Stripes are preparing an extraordinary tribute to celebrate his historic legacy and one of the longest, most decorated athlete partnerships in modern sport.
2027 'Year of the GOAT' & The Passing of the Torch to Lamine Yamal
Messi for Adidas ahead of the 2018 World Cup.
Messi has been an Adidas athlete for 20 years now, and has been the brand's main football ambassador for far more than a decade. In 2027, Adidas will release a special Messi signature "GOAT" signature soccer cleat.
The 2027 initiative could be the final calendar year in which Messi receives regular dedicated signature boots from Adidas. In honor of this milestone, the brand is also planning a special project uniting Lionel Messi and Barcelona prodigy Lamine Yamal, symbolizing an official passing of the torch. The concept will bridge two iconic generations under the Three Stripes banner, celebrating Messi's unparalleled legacy while anointing his natural successor.
Yamal, who has already received dedicated signature editions of the F50 speed boot, is lined up to become Adidas' central global football ambassador as Messi gradually closes the final chapter of his playing career.
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