Story & campaign
This boot marks, in a real sense, the moment adidas's Messi strategy shifted from "sponsored player wearing team-issue boots" to "global brand ambassador with boots built around his identity." The Silver/Blue F50.9 Tunit is generally regarded as the first step in that shift, and it happened to coincide with arguably the greatest single season any club side had produced to that point: Pep Guardiola's Barcelona won an unprecedented sextuple in 2009, La Liga, the Copa del Rey, the Champions League, the Spanish Super Cup, the UEFA Super Cup, and the FIFA Club World Cup, with Messi at the heart of it, playing a free-roaming false-nine role that redefined the position.



