Story & campaign
Inter Miami framed the release as a merchandising milestone: Mike Ridley, the club's SVP of Brand and Marketing, said, "We're very excited to bring our first pink shoe to life together with our great partners adidas," explicitly calling it the club's first-ever dedicated pink sneaker release. The shoe arrived amid what multiple outlets described as an unprecedented surge in Inter Miami's commercial profile following Messi's 2023 arrival: Sportskeeda's coverage noted that "Lionel Messi's joining" had driven increased media attention and fan enthusiasm that provided the commercial backdrop for the collaboration's timing, even though the shoe was not an explicit Messi signature product. When the matching "2getherness" jersey was formally unveiled in January 2024, Ridley connected it to the club's prior "Heartbeat Kit," saying: "Like its predecessor The Heartbeat Kit, The 2getherness Jersey is all about the small details and continuing to own pink." Because the shoe used the same name, color, and slogans months ahead of the jersey reveal, it functioned as an early, footwear-first extension of the "2getherness" brand concept, one of several ways adidas and Inter Miami cross-promoted pink as the club's dominant visual identity during the early Messi era. Demand appears to have been strong: the shoe reportedly sold out on at least one retail channel (MLSstore.com) shortly after launch, and it continues to trade on the sneaker resale/marketplace circuit (StockX lists it under style code HQ8999).



