Lionel Messi’s association with Adidas is so iconic that it’s hard to imagine him with any other brand. Yet, his partnership with Adidas wasn’t always the plan. Early in his career, Messi was linked to
Nike
, a relationship that was unexpectedly severed due to a miscommunication. This decision turned out to be a defining moment, both for Messi’s career and for the brands involved.
The saga between Messi and Nike began in 2001, when the 14-year-old Messi was a rising star at Barcelona’s La Masia academy. At that time, Nike was the official sponsor of the club, and like all other players, Messi wore the brand. However, in 2006, he switched allegiance, signing a contract with Adidas. This came as a surprise, especially since Nike had already secured a young Messi for several years.
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So, what caused the rift between Messi and Nike? The reason, as reported in a 2022 Wall Street Journal article, was a seemingly small issue: Messi’s father had requested more athletic gear from Nike, but the company failed to respond to the request. This lack of attention was enough to damage the relationship. Nike, failing to anticipate Messi’s future stardom, did not act quickly enough to retain him. Messi’s dissatisfaction with the situation led to the severing of ties, and the player soon moved to Adidas.
Nike, not willing to let go of such a talent without a fight, took Messi to court over the contract. However, the court ruled in Messi’s favor, determining that Nike had only a “Commitment Letter” and lacked the necessary paperwork to enforce the agreement. With this legal victory, Messi was free to pursue a new partnership, and Adidas quickly capitalized on the opportunity.
Since signing with Adidas, Messi has been at the forefront of their soccer campaigns, helping the brand strengthen its position in the soccer market. In 2017, Messi secured a lifetime deal with Adidas, making him the only soccer player to have such an agreement. This partnership has been incredibly lucrative for the brand. Adidas’ market value soared from USD 10 billion (around INR 80,000 crore) in 2006 to USD 31.59 billion (approximately INR 2.53 lakh crore) in recent years, and Messi’s global popularity has undoubtedly played a significant role in that growth.
Additionally, Messi’s move to Inter Miami in 2023 further boosted Adidas’ profile. The brand produced the team’s number 10 jerseys, which quickly became the highest-selling soccer kits in North America. Adidas struggled to meet the overwhelming demand, a problem that many would envy.
In hindsight, it seems clear that Nike’s failure to accommodate Messi’s needs cost them dearly. What was once a small oversight, a lack of tracksuits resulted in losing one of the biggest stars in world soccer. Adidas, on the other hand, has profited immensely from its long-term partnership with Messi, solidifying its dominance in the soccer apparel market.