Adidas has taken a refreshingly intimate approach to brand storytelling with its latest Essentials collection campaign, featuring football icon Lionel Messi and his wife Antonela Roccuzzo.
This isn’t just another sports marketing pitch—it’s a nuanced exploration of personal style, family, and comfort that transcends traditional athlete endorsements.
More Than Just a Footballer’s Wife
The campaign, crafted by creative agency Mother Berlin and directed by Alex de Mora, marks a significant moment for Roccuzzo, who steps into the spotlight not as Messi’s partner, but as a distinct personality in her own right.
Alexander Nowak, the agency’s Chief Creative Officer, articulated this vision perfectly, describing the campaign as a “family portrait that will go down in our visual memory.”
Comfort, Connection, and Personal Evolution
What sets this campaign apart is its authentic narrative of personal growth.
Messi candidly discusses how his style has evolved, particularly since joining Inter Miami, embracing bolder colours and more versatile pieces.
The Adidas Essentials collection reflects this journey—offering a range of sweats, leggings, and tees that celebrate flexibility and individual expression.
A Strategic Shift in Sports Marketing
By positioning Roccuzzo as an equal creative partner, Adidas demonstrates a sophisticated understanding of modern brand communication.
The campaign moves beyond traditional athletic imagery, instead showcasing the couple in intimate, relatable moments that resonate with a broader audience.
The Power of Authenticity
Roccuzzo’s own words underscore the campaign’s genuine approach.
“Family is so important to me,” she explains, highlighting how the collection fits seamlessly into her multifaceted life—from supporting her husband at matches to managing her professional endeavours.
Brand Insights: More Than Just Clothing
The Adidas Essentials campaign is a masterclass in contemporary marketing.
It’s not selling just a clothing line; it’s selling a lifestyle, a sense of comfort, and a vision of modern family dynamics.
By featuring Messi not as a global football superstar, but as a husband and family man, the brand creates a deeply personal connection with consumers.
A New Era of Endorsement
This campaign represents a significant evolution in sports marketing.
It’s a strategic move that recognises consumers’ desire for authentic, multi-dimensional brand narratives that go beyond traditional athletic imagery.
The Adidas Essentials collection, as showcased through the Messi-Roccuzzo lens, isn’t just about what you wear—it’s about how you live, move, and connect.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
