Story & campaign
The most consequential story of this period is how Messi left Nike, and the Tiempo Air Legend was the boot on his feet when it happened. By 2005, both Nike and adidas were vying to sign the teenage prodigy to a personal boot deal as his talent became increasingly obvious (he had already been the top scorer and best player of the 2005 FIFA U-20 World Cup). According to reporting cited by multiple outlets (drawing on the book Messi vs. Ronaldo: One Rivalry, Two GOATs, and the Era That Remade the World's Game), adidas offered a contract worth roughly £748,000 ($1 million) per year, competitive with (some accounts say several times larger than) Nike's counter-offer. But the deciding factor was reportedly not money: Messi's father and agent, Jorge Messi, had asked Nike's Spanish and Latin American offices for a modest amount of extra gear (reportedly worth only a few hundred dollars), and Nike never responded. That perceived slight soured the relationship, and the Messi camp finalized a deal with adidas in February 2006. Nike subsequently pursued legal action, arguing Messi was still contractually bound, but a Spanish court ruled in Messi's favour, determining that his original Nike agreement had been a non-binding "commitment letter" rather than an enforceable contract. Messi went on to become adidas's most valuable athlete, eventually signing a reported lifetime deal worth more than $1 billion.



