Story & campaign
Adidas framed the "Rey Del Balón" name and campaign around Messi's ongoing record-breaking form for Barcelona during the 2020–21 season, a season in which he became the club's all-time record appearance-maker and continued extending his position as Barcelona's all-time top scorer. Coverage described the "King of the Ball" title as "a fitting description for Messi in a season where he continues to break record after record," reflecting Adidas's decision to lean into unqualified superlative branding for its ambassador rather than a specific single achievement (unlike, for example, a tournament or an individual award). The gold crown motif reinforced this "royalty" framing visually on the boot itself.



