Opposed to Paris Saint-Germain in the knockout stages of the club World Cup, Lionel Messi (38 years old) and his Inter Miami did not resist the Parisian armada. Since then, the Argentinian profig has taken care to write to Lamine Yamal.
Despite some shots from the Argentinian champion, Lionel Messi could not prevent the rout of Inter Miami against PSG (0-4), ending his world dream in the United States. Now turned to the MLS, the Argentinian world champion will find the field this weekend with a trip to the lawn of Montreal. But in the meantime, it is on the screens that he continues to be talked about.
In Adidas' last advertisement, Messi appears in such a dark and symbolic staging. Alone, behind a desk enlightened by a simple lamp, number 10 slides an envelope containing a message: “It's the fault of the crampons”. This envelope is intended for Lamine Yamal, a nugget of FC Barcelona and the new face of the German brand. The wink is obvious: beyond the promotion of the new F50s, the advertising illustrates a passage of relays between the octuple Ballon d'Or and the 16-year-old Catalan prodigy, which is preparing to inherit the legendary number 10 of Messi in Barça.
A finely orchestrated marketing gesture, but also loaded with symbolism. While Messi continues his career on the other side of the Atlantic, Spain and Europe have already found their new gem. And Adidas is not mistaken: the transfer of power is underway.
