Messi’s Farewell Campaign By Fanatics

Fanatics Releases ‘We’re Still Wearing It’ Film

The sports apparel giant unveiled a new campaign centered on Lionel Messi’s iconic number 10 jersey with the slogan “You Can’t Hang It Up While We’re Still Wearing It.” The kickoff piece is a short film titled “We’re Still Wearing It,” which debuted Sunday morning. It features a Spanish‑language cover of “Don’t Cry For Me Argentina” performed by Luz Gaggi, a finalist on Argentina’s The Voice.

In the story, a massive Messi jersey is hoisted in his honor, symbolizing his possible retirement, before fans descend and tear it down. The visual serves as a metaphor for supporters’ desire to keep him playing. The movie is set in Buenos Aires and brims with Easter eggs, including jerseys that trace his entire Argentina tenure.

Every extra in the film is a real Messi fan, sourced from an Argentinian fan group, lending authenticity to the narrative. The production also showcases vintage kits that evoke his glittering career highlights. This careful casting and detail reinforce the emotional connection between Messi and his global fanbase.

Global Billboard Tour Hits Messi‑Related Cities

Over the next two days, Fanatics will roll out “We’re Still Wearing It” billboards across a dozen worldwide locations. The cities include Rosario, Argentina—his birthplace—Barcelona and Paris, where he starred professionally, and Lake Town, India, home to a 70‑foot Messi statue. The grid also stretches to New York, Buenos Aires, London, Mexico City, Los Angeles, Lagos, Tokyo, and São Paulo.

Each site ties directly to a chapter of Messi’s football story, reinforcing the campaign’s message of continued play. The roster of cities highlights his impact on both club and international stages. By placing the ads in these hubs, Fanatics amplifies the call for fans to keep him in action.

Messi Sets Stage for Final Showdown

On the same day as the film’s release, Messi and Argentina will clash with Spain in the World Cup final held in New Jersey. This match could be his last appearance for the Albiceleste at 39 years old, casting uncertainty over his national team future. After the tournament, he is slated to rejoin MLS side Inter Miami.

Fanatics hosted Messi at Fanatics Fest last Friday for a World Cup press conference, underscoring their close partnership. Their collectibles brand, Topps, sponsors the inaugural halftime show, featuring performances by BTS, Madonna, Shakira, Burna Boy, Justin Bieber, and Gustavo Dudamel’s orchestra. The producer describes the act as an “action‑packed 11 minutes.”

The campaign’s timing aligns with this historic final, aiming to capture the moment while Messi’s name dominates headlines. By blending emotive storytelling with high‑visibility advertising, Fanatics hopes to keep his jersey in the spotlight. The blend of film, billboards, and halftime entertainment creates a multi‑layered push for continued play.