Adidas is preparing to feature Lionel Messi and Lamine Yamal together in 2027, in a campaign intended to represent the Argentine’s gradual handover of his role as one of the brand’s leading football figures to the Barcelona forward.
According to exclusive information reported by Footy Headlines and cited by Sport, the proposed partnership would have a major commercial focus. Yamal is expected to move into the central position Messi has occupied for years as the Argentina captain reaches the closing stage of his playing career.
The plan forms part of Adidas’ preparations for 2027, which Footy Headlines says could be a particularly significant year for the company’s relationship with Messi. If the forward’s career and retirement plans develop as expected, it may be the final year in which Adidas produces personalised signature boots for him.
Messi has already ended his international career with Argentina after leading the country to victory at the last World Cup. His future at club level is less certain, although his contract with Inter Miami runs until December 2028.
Yamal’s growing status
Yamal’s rapid rise has made him one of the most closely followed players in world football. The Barcelona forward is viewed as having a strong chance of becoming the next Ballon d’Or winner, a profile that has also increased his value to Adidas and other major brands.
His commercial importance was highlighted during the World Cup in the United States. The La Masia product already has several special editions of Adidas F50 boots, while the company’s speed boot has increasingly become associated with the emerging generation of players.
Footy Headlines reports that Adidas is considering bringing Messi and Yamal together for a joint appearance. The objective would be to present Messi, a player who defined an era, passing responsibility to Yamal as the leading figure in the next phase of the brand’s football strategy.
Should the proposal go ahead, the campaign could produce one of the most notable football images away from the pitch in 2027. Their connection has already attracted attention after a photograph showed Messi and Yamal embracing following the final whistle in New Jersey at the last World Cup, when Spain secured their second star.
The image has remained memorable because it brought together two players from different stages of their careers: Messi, whose influence has shaped modern football and Adidas’ identity in the sport, and Yamal, who is being positioned as one of the faces of its future.
