A jersey bearing the number 10 traveled from Rosario, the city where Lionel Messi was born, through the Monumental Stadium in Buenos Aires, to Miami, where he continues his career today. It carried just two words, Gracias 10, chosen by adidas to mark Messi’s 21 years playing for the Argentina national team and more than two decades of their partnership.
The campaign was conceived and produced by Newcycle, connecting places that have shaped Messi’s career with the people who shared some of the greatest moments in Argentine football alongside him. Rather than presenting his career through a series of sporting achievements, the story unfolded through personal memories from teammates, reactions from fans and the symbolic journey of a single jersey.
The first part of the campaign consisted of films in which Messi’s national team teammates reflected on matches they had played together, time spent in the locker room and moments that defined their relationships. Their testimonies brought a personal dimension to the farewell, offering the perspective of those who had shared the pitch with Messi.
The giant jersey, inspired by the colors of the Argentine flag, was first displayed at the Monumento a la Bandera in Rosario. From there, it traveled to Buenos Aires, where it was unveiled at the Monumental Stadium during Messi’s final national team match on home soil, in front of approximately 85,000 spectators. What began as a message of gratitude from adidas became part of a collective farewell shared with the fans.
The journey continued on October 10, a date adidas has celebrated for years as Messi Day. The jersey arrived in Miami and was presented during an Inter Miami match, connecting Messi’s past in Argentina with the city where he plays today.
That same day, adidas released a documentary across its channels bringing together every stage of the campaign. The film captures Messi’s final days with the national team on home soil, his last training session, preparations for the match and the game itself, alongside testimonials from teammates and scenes from the tribute activities across the three cities.
For Newcycle, the documentary was the final chapter of a project that unfolded through real events rather than relying solely on pre-produced advertising material. The jersey connected different locations and audiences, while the message Gracias 10 remained unchanged from beginning to end.
From the place where Messi grew up, through the stadium where he said goodbye to Argentina’s home crowd, to the city where he continues to play football, adidas told his story through three cities and a single symbol connecting them.
