YEAR

2026

ADIDAS TEAM

GONZALO SEGURA
FEDERICO SARAVI
DIEGO SILBER
MAHER SELLAM
JAN OLDEKOP
YANNICK MARTENS

AGENCY

MIDNIGHT CLUB

Messi’s final World Cup deserved a story that could move with him.

El Último Tango was built as an integrated narrative system around the closing chapter of a 20 year World Cup journey. The idea started with the product, inspired by the F50 he wore at his first tournament in 2006, and became the creative thread connecting everything that followed.

Months before kick off, different scenarios were mapped around his performances, records, milestones and possible outcomes. That planning allowed the story to unfold in real time across social, PR, retail and cultural activations, including exhibitions in Buenos Aires, Miami and Shanghai.

The final move keeps unfolding. At the end of the World Cup, Messi left his El Último Tango boots on the pitch alongside every adidas boot he had worn across six tournaments, turning 20 years of history into one image. His retirement from Argentina a month later opened the next chapter, and the story continues toward his final on pitch moment in 2026 through new products, activations and experiences built around the legacy he leaves to football, adidas and culture.

A legacy built across decades, still being written across football, adidas and culture.