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Fanatics Debuts “We’re Still Wearing It” Campaign Honoring Lionel Messi Ahead of World Cup Final
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.
In short
- Fanatics launches Messi tribute campaign before World Cup final
- Short film shot in Buenos Aires features real fans as cast
- Billboards to appear in a dozen Messi-linked cities worldwide
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
The campaign fulfils genuine fan desire to celebrate one of football's greatest legacies during what may be a historic and emotional farewell, transforming deep personal connection into shared cultural experience through authentic fan voices. There is nothing inherently exploitative about commercial entities creating meaningful cultural moments; when executed respectfully as here, commerce and authentic collective celebration can coexist genuinely without cynicism or manipulation.
The case against
The campaign presumes Messi's retirement without his explicit announcement, potentially removing his agency in defining his career's end on his own terms. Whilst constructed with authentic fan voices and genuine emotion, the initiative ultimately exists to drive merchandise sales during a major sporting event, instrumentalising supporters' deep affection and Messi's legacy primarily for commercial profit rather than authentic cultural celebration.
Explained simply
Lionel Messi is an Argentine footballer widely considered one of the greatest players ever. He spent most of his career at Europe's leading clubs and now plays for an American team.
Argentina will face Spain in the 2026 FIFA World Cup final, which may be Messi's final match for his country. At 39 years old, he was instrumental in Argentina's 2022 World Cup victory. His potential retirement from international football would mark the end of a historic era in the sport.
Messi's number 10 shirt is one of sport's most recognisable symbols, with cultural significance beyond football. His career has made him one of the world's most famous athletes across multiple continents. Fans and businesses alike view this potential milestone with considerable significance.
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