Story & campaign
adidas used this release to publicly mark a genuine historical milestone (Messi joining an extremely short list of three-time Ballon d'Or winners) while simultaneously showcasing its newest wearable-technology innovation, the miCoach chip, on its most famous athlete. The gold color choice was a direct callback to earlier adidas practice of dressing Messi in gold/black tones after his prior individual awards (a gold/black F50 adiZero had marked his second consecutive world player of the year honor in 2010), extending that visual language into a three-peat. adidas also opened a parallel consumer campaign through mi-adidas/miadidas.com, letting fans design and order their own personalized white/gold F50 adiZero pairs modeled after Messi's boot, extending the celebratory design beyond a one-off athlete sample into a purchasable customization option.



