adidas
Social / Activation

What do you do when the best soccer player in the world arrives in America with all of his luggage?

You welcome him in style. 

We pulled up with @adidasfootball and took over the Port of Miami in the #GoatBoat—an IRL container ship stacked with crates of Messi-inspired merch—with an entourage of cigarette boats, a helicopter decked out in black and pink, and a lot of pink smoke to properly announce Lionel Messi’s arrival in Miami. Once on the ground, the precious cargo was loaded onto 18-wheelers and delivered across the city. The free community event featured pickup soccer, Argentinan barbecue, music and an un-boxing (un-crating, really) of the merch.

The post became adidas’ most watched ever (only to be surpassed by another piece from the team), and was picked up by NiceKicks

Awards & Honors

Webby Awards - 2024
Winer: Social, Sports (video)