Report: Lionel Messi played decisive role in Lamine Yamal’s Adidas switch from Nike

Report: Lionel Messi played decisive role in Lamine Yamal’s Adidas switch from Nike Adidas did not win the battle for Lamine Yamal’s signature simply by offering more money. Rather, the move was purely tactical and somewhat emotional. The German sportswear giant understood that the Barcelona forward had a connection with Lionel Messi that no financial proposal from a rival brand could easily replicate.  In a massive move, according to a report from SPORT , citing The Athletic, it has come to light that Messi personally helped Adidas convince the teenager to leave Nike before their partnership was officially announced in February 2024 . The negotiations, which took place in autumn 2023, revealed how much influence football idols can have on the commercial decisions of emerging superstars.  Adidas used Messi’s influence to gain an advantage over Nike Adidas reportedly arranged a meeting in Barcelona, bringing several senior executives together with Yamal and his representatives.  The presentation featured a video message from Messi, who addressed the teenager directly, stating, “Hello, Lamine, it’s Lionel Messi.” View this post on Instagram A post shared by @lamineyamal “The meeting began when one of the Adidas representatives opened a laptop and played a video on a large screen. And there was Messi,” states the aforementioned report. Similarly, Nike also attempted to influence Yamal’s decision, using a personal message from Kylian Mbappe, although the Frenchman represented a different kind of motivation.  While Yamal viewed Mbappe as a contemporary against whom he could measure himself, Messi was the player he had admired since childhood. The financial offer came with a bigger promise Notably, Adidas offered Yamal a ten-year agreement worth approximately €32 million, equivalent to €3.2 million annually, although these figures have not been officially disclosed by the company. More importantly, the proposal positioned Yamal as a central figure in Adidas’ next generation of football ambassadors.  The company was offering him an opportunity to build a commercial identity alongside the legacy of his childhood idol. View this post on Instagram A post shared by adidas Football (@adidasfootball) The strategy became visible in their marketing, as Adidas made Yamal the first player besides Messi to wear the Argentine’s exclusive signature boots, the X Crazyfast Leo Messi ‘Spark Gen10s’.  Nike’s had a different commercial strategy Nike’s approach was reportedly built around its established collection of global football stars, including Mbappe, Erling Haaland and Vinicius Jr.  Rather than entering an expensive bidding battle for another emerging talent, the American company prioritised its existing commercial portfolio. Adidas, meanwhile, identified an opportunity to secure a player whose potential extended beyond his performances at Barcelona. Since his signing with the German company, Yamal has developed into one of football’s most recognisable young superstars, while his Adidas partnership has evolved into a bigger personal branding exercise.  The original attraction was Messi’s influence, but the long-term objective is establishing Yamal as a global sporting icon in his own right.