Lionel Messi’s association with Adidas is so iconic that it’s hard to imagine him with any other brand. However, his partnership with Adidas wasn’t always the plan. Early in his career, Messi was linked with Nikea relationship that was unexpectedly broken due to a misunderstanding. The decision proved to be a defining moment for both Messi’s career and the brands involved.
The saga between Messi and Nike began in 2001, when a 14-year-old Messi was a rising star at Barcelona’s La Masia academy. Nike was the club’s official sponsor at the time, and like all the other players, Messi wore the brand. However, in 2006 he switched allegiances, signing a contract with Adidas. It came as a surprise, especially since Nike had already secured the 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 minor problem: Messi’s father had asked Nike for more athletic gear, but the company had not responded to the request. This lack of attention was enough to damage the relationship. Nike, having failed to foresee Messi’s future stardom, did not act quickly enough to retain him. Messi’s dissatisfaction with the situation led to a break in the relationship, and the player soon moved to Adidas.
Nike, unwilling to let such a talent go without a fight, took Messi to court over his contract. However, the court ruled in Messi’s favor, ruling that Nike only had a “Letter of Commitment” and did not have the necessary documents to enforce the agreement. With this legal victory, Messi could start a new partnership, and Adidas was quick to seize the opportunity.
Since signing with Adidas, Messi has been at the forefront of their football campaigns, helping the brand strengthen its position in the football market. In 2017, Messi signed a lifetime contract with Adidas, making him the only footballer to have such an agreement. This partnership has been incredibly profitable for the brand. Adidas’ market value has soared in recent years from $10 billion (around INR 80,000 crore) in 2006 to $31.59 billion (around Rs 2.53 lakh crore) and Messi’s global popularity has undoubtedly played a significant role in this growth .
Additionally, Messi’s move to Inter Miami in 2023 has further raised adidas’ profile. The brand produced the team’s number 10 jersey, which quickly became the best-selling soccer jersey in North America. Adidas struggled to meet the overwhelming demand, a challenge many would envy.
In hindsight, it seems clear that Nike’s failure to accommodate Messi’s needs cost them dearly. The lack of tracksuits has led to the loss of one of the biggest stars in world football. Adidas, on the other hand, has benefited enormously from its long-term partnership with Messi, cementing its dominance in the football apparel market.
