Adidas Will Unite Lionel Messi and Lamine Yamal in 2027
The sportswear giant plans a joint campaign for the stars as part of a strategic brand succession.
Updated on Oct. 1, 2026 in Soccer
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Adidas will bring together Lionel Messi and Lamine Yamal in 2027 to spearhead a new marketing campaign. This initiative signals a transition as the brand prepares for Yamal to succeed the eight-time Ballon d'Or winner as its global football face.
Why it matters
The collaboration serves as a succession plan for Adidas to maintain its market dominance in football. By bridging the generational gap between the two stars, the brand aims to ensure a seamless transition of its ambassador identity.
Lionel Messi signed a lifetime Adidas contract in 2017, while Yamal joined the brand in 2024 at age 16. Yamal currently wears the number 10 jersey for Barcelona, a role long associated with Messi's career legacy.
The players
Lionel Messi
He is an eight-time Ballon d'Or winner who holds a lifetime contract with Adidas and currently plays for Inter Miami.
Lamine Yamal
He is a rising football star who plays for Barcelona and signed with Adidas in 2024 at age 16.
Adidas
It is a global sportswear manufacturer that maintains a portfolio of elite football athletes.
The details
Adidas intends to feature both athletes in a joint marketing project to pass the mantle of their global football brand representation. This effort aligns with the expected sunset of Messi's signature shoe line, currently scheduled to reach its final year in 2027.
Timeline
2006 marked the initial partnership between Lionel Messi and Adidas.
Lionel Messi signed a lifetime contract with the company in 2017.
Lamine Yamal joined the Adidas athlete roster in 2024.
Adidas plans to unite the two players for a collaboration in 2027.
Lionel Messi's professional contract with Inter Miami expires in December 2028.
Season Trajectory
This move follows the historical succession of Nike signature athletes by bridging the gap between a retiring legend and the next generation. It positions Yamal to anchor the company's future marketing while capitalizing on the final years of Messi's active professional tenure.
Fans should anticipate a shift in signature product branding leading into 2027 as the market focus transitions to Yamal. This change highlights the long-term planning for Adidas's football-focused retail and merchandising cycles.
The takeaway
Brand succession in sports requires early integration of rising stars to maintain continuity among consumers. Implementing these transitions before the primary athlete retires ensures the brand retains its audience share.
Further reading
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