Story & campaign
Adidas designed this release as a direct response to, and celebration of, Messi's World Cup triumph in Qatar. Footy Headlines suggested "the name was probably decided after the successful 2022 World Cup," framing the boots as recognition that Messi (at 35 years old, wearing the number 10) had just completed the one achievement that had eluded him for his entire career. The18's coverage leaned into this narrative with a light-hearted tone, describing the boots as a celebration of "life in your mid-30s" and noting that "Messi is having a better mid-30s than the rest of us," tying the boot's playful branding to the broader cultural moment of Messi silencing any remaining doubts about his legacy after Qatar. No direct quotes from Messi or Adidas designers specifically about this colorway were found in the sources reviewed.



