adidas is staking its claim as a fashion brand. Lionel Messi and wife, entrepreneur and philanthropist, Antonela Roccuzzo, are making sure the world understands that. The campaign by Mother Berlin promotes adidas’ new Essentials, a range of staples in adult and kid sizes, that are happy at any occasion, whether that’s connecting with friends and family or making that body move.
Antonela Roccuzzo, whose connection to sport lives on through her passion for training, officially joins the three-stripe family and marks her first appearance for the brand, with husband, Argentina’s captain, Lionel Messi, to launch Essentials. The campaign puts Essentials in the centre of feeling comfortable when with your family, whether that be relatives or sport community. In the film, Antonela and Lionel are seen at home, enjoying family life as they laugh and relax together while showing off the new collection.
Alexander Nowak, chief creative officer for Mother Berlin, stated,“Taking inspiration from lifestyle magazines from the last few decades, with the aim of creating a family portrait that will go down in our visual memory. ‘Essentially Family’ showcases Antonela as a star in her own right, and next to her is a very human Messi, who is not portrayed as a footballer, but as a husband – and this campaign captures an interesting moment in time between an iconic couple.”
Antonela Roccuzzo commented, “I am really excited to be fronting adidas Sportswear’s new campaign and it feels really special that I am joining the same adidas family that has played such a large role in Leo’s career, and our own family’s life, for so many years. Family is so important to me, so it feels right to kick off our partnership by celebrating this concept and feeling through the adidas Essentials collection. Sport inspired looks are something that I have grown to love over the years, particularly for my day to day – like when I attend matches to support Leo or my boys, or travelling and running work errands. It’s great that I can add these comfort-first fits into the mix.”
Lionel Messi added,”While I have been a part of the adidas family for so many years and created so many unforgettable memories, fronting my first ever campaign with the brand alongside Antonela feels extra special – especially as it is one that is rooted in celebrating the love and comfort of family. I have grown up with Antonela, and I have also grown up with adidas, so it is incredible that these two parts of my life can now come together. Over the years, my style has definitely evolved and since joining Inter Miami I have started to enjoy wearing brighter, bolder colours, which the adidas Essentials collection certainly embraces. I am always a comfort-first type of person, as I am mostly training or with my family, and I love that I can mix and match the hero pieces from the collection in a way that works for me yet still look sharp no matter where life takes me.”
Credits
Client: Adidas [Adidas Essentials]
Creative: Mother Berlin
Strategy: Mother Berlin
Photography: Alex de Mora through DMB
Production: Smuggler
