Fanatics has launched a campaign called "We're Still Wearing It" ahead of the 2026 FIFA World Cup final, timed to coincide with what may be Lionel Messi's last match for Argentina's national team. The sports apparel and collectibles company built the campaign around Messi's number 10 shirt, urging fans not to see the match as a farewell, and it forms part of a broader push by Fanatics around the tournament's finale.

The centrepiece is a short film, also titled "We're Still Wearing It," shot in Buenos Aires with real Messi fans as cast members and featuring a Spanish-language cover of "Don't Cry For Me Argentina." It depicts a giant Messi shirt being raised as if in tribute before crowds tear it down in protest at his presumed retirement. Fanatics is also putting up billboards in a dozen cities linked to Messi's career, including Rosario, Barcelona, Paris and Kolkata's Lake Town, alongside New York, London, Tokyo and others, as Messi, 39, prepares to face Spain in New Jersey before returning to Inter Miami afterwards.