Guest Column: Ganapathy Viswanathan, Independent Communication Consultant & Author, explores how Lionel Messi built a global brand through consistent...
Latest News
6 Articles
Messi: How football genius became a global brand
Messi retires: The soccer great’s ads that broke the internet
From a chessboard with Cristiano Ronaldo to AI-generated versions of himself, Messi has spent two decades turning football's biggest moments into some...
What Spider-Man’s record campaign reveals about film partnerships
From billion-dollar campaigns to decades-long brand associations, brand experts decode why some collaborations outlast the movies that spawned them
Qantas expands Asia media duties with OMD
Under the new mandate, OMD will handle media strategy, planning and buying for both Qantas and Jetstar in Singapore, Thailand, Indonesia, the Philippi...
FIFA World Cup Final 2026: As Spain lifts the trophy, brands join the celebrations
The final whistle sparked a wave of creative social media posts, from emotional storytelling and nostalgic callbacks to playful illustrations and clev...
FIFA World Cup 2026: Brands turn fan frenzy into marketing wins
From Louis Vuitton’s FIFA trunk to Heinz’s Penalty Packets, FIFA 2026 is now a $10-billion creative arena
Campaigns, Awards & Events
Stars Shine Together
Jul 2026
Adidas celebrated Spain's triumph with an emotional photograph of players embracing after the final whistle.
Federation Kit Launches
Jun 2026
Adidas unveiled redesigned national team jerseys for several participating nations and turned every launch int...
The Impossible Rondo
Nov 2022
A campaign using AI and VFX to create younger versions of Messi for the World Cup.
The Impossible Rondo
Nov 2022
A campaign using AI and VFX to create younger versions of Messi for the World Cup.
AI Insights
AI
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Strategic Partnerships. Adidas is focusing on collaborations with global sports icons like Lionel Messi to strengthen its brand presence and connect with fans.
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Market Positioning. The brand is strategically positioned in the sports marketing arena, capitalizing on major events like the FIFA World Cup to maximize visibility and engagement.
FAQs
AI
Adidas focuses on collaborating with influential athletes and global events to enhance brand visibility and engagement.
The company uses major events like the FIFA World Cup to create marketing campaigns that resonate with fans and drive brand loyalty.
Lionel Messi is one of the prominent athletes associated with Adidas, enhancing the brand's appeal in the sports market.
Messi's collaborations are significant as they help Adidas tap into his global fanbase and leverage his influence in sports marketing.
Adidas measures success through engagement metrics, brand visibility during major events, and overall sales performance.
AI-assisted summary, reviewed by our newsroom
AI
Adidas continues to leverage high-profile partnerships and global events to enhance its brand visibility, particularly in the context of sports marketing. The company's association with iconic athletes like Lionel Messi highlights its strategy of aligning with influential figures to drive engagement and brand loyalty.
Key Executives
1 People
LM
Lionel Messi
Athlete