Story & campaign
"Balón Te Adoro" translates to "Ball, I Love You," a phrase used to express Messi's lifelong, almost childlike devotion to the sport and to the ball itself, continuing the introspective, narrative-driven marketing language Adidas established with "Mi Historia" the same year. Coverage tied the design's Spanish-language callouts and warm, relational vocabulary ("Companion," "Always Together") to Newell's Old Boys, the Rosario club where a six-year-old Messi began playing before his family relocated to Barcelona for his growth-hormone treatment and youth academy trial in 2000–01; several sources describe the boot as honoring this formative, pre-Barcelona chapter of his footballing life. The release also carried extra emotional weight because it arrived directly ahead of the 2022 World Cup, which Messi had signaled might be his last as a player, adding a valedictory undertone to a boot themed around love for the game itself, shortly before Adidas released the follow-up "Leyenda" colorway specifically for the World Cup.



