The real story of the F50+ in Messi's career isn't the boot itself — it's the deal that put it on his feet. By early 2006, Messi was one of the most coveted young players in world football, fresh off being named Player of the Tournament at the 2005 U-20 World Cup. Both Nike (his boot supplier since his Barcelona debut) and adidas pursued him for a personal contract. According to reporting drawn from Messi vs. Ronaldo: One Rivalry, Two GOATs, and the Era That Remade the World's Game, adidas's financial offer was strong, but the deciding factor was reportedly a relationship failure on Nike's side: Jorge Messi, Lionel's father and agent, had asked Nike's Spanish and Latin American offices for some additional gear — a request said to be worth only a few hundred dollars — and received no response. That silence damaged trust, and the Messi family finalized terms with adidas in February 2006.
Nike subsequently argued in Spanish courts that Messi remained contractually bound to them, but the court ruled that his original Nike arrangement was merely a non-binding "commitment letter," clearing the way for the adidas deal to stand. This dispute made the F50+ — however briefly worn — a symbol of one of the most consequential athlete-brand switches in sports marketing history, one that would eventually be valued at over $1 billion across Messi's lifetime adidas partnership.
No adidas ad campaign was built specifically around the F50+ and Messi; at this stage he was simply being fitted into adidas's existing product line as a newly signed player, with dedicated Messi-centric campaigns only emerging in subsequent years as his profile grew (culminating years later in bespoke colourways, personal logos, and eventually his own signature silo).




