Soccer pro Lionel Messi makes his US debut and is welcomed by Adidas with a big promotion in the Port of Miami. This is just one measure taken by the sports goods retailer in Herzogenaurach, which is investing in the growing interest in football in the home market of its biggest competitor, Nike.
At the Port of Miami in midweek, Messi was greeted with a convoy of vehicles, including a cargo ship that served as advertising space for him and Adidas, a helicopter – bearing the ‘Three Stripes’ logo – and several boats, Adidas announced on Thursday. Messi jerseys and other memorabilia were then loaded from the ships onto trucks for distribution to residents of Miami, where Messi now works for Inter Miami CF. The football club is outfitted by the German sports brand.
Adidas invests in ‘Soccer’
Adidas is also investing in the next generation of footballers by expanding the Just Ball League to the Miami community. This is a free youth league in cooperation with the US Football Association, which has been available in the cities of New York and Los Angeles since May 2022 and supports disadvantaged young people.
The sports goods retailer wants to use highlights such as the women’s soccer World Cup, the USA tour of top European clubs – Real Madrid, Arsenal London and Manchester United – and the increasing number of top players in the US soccer league MLS to “breathe the sport with life” in the country. There will also be other campaigns to get a new generation interested in the sport.
The growing interest in football in the US is also reflected in the ‘blokecore’ trend popular there, with classic football shirts gaining popularity as well as other pieces attributed to European football culture, including the Adidas ‘Samba’ sneaker.