• by Sarah Mahoney , Staff Writer @mahoney_sarah, 6 hours ago

Lionel Messi may not have dazzled in the first game of the FIFA Club World Cup — Inter Miami settled for a draw with Egypt’s Al Ahly — but he’s impossible to miss in ad campaigns tied to the tournament.

Lowe’s is expanding its ongoing “More Messi” campaign with new creative and activations. Adidas is rolling out a new spot to show the soccer superstar in a friendly treadmill face-off with Patrick Mahomes, currently king of the NFL quarterbacks. (Both their wives are there, too.)

Lowe’s, which has been working with Messi since last summer, is doing everything it can to use Messi to support its loyalty programs. In addition to new ads, the home improvement retailer is running a jersey swap, allowing fans to trade jerseys with Messi himself. Those first to register will get to trade in apparel from a competitor for a Lowe’s X Messi jersey, with 10 lucky recipients getting an autographed jersey.

Stores also host Messi scavenger hunts, with fans tracking down “mini Messis” in the store and scanning a QR code to be eligible to win. Prizes include tickets to the Leagues Cup final, signed jerseys, and Lowe’s gift cards.

And with “Move Like Messi,” the Mooresville, North Carolina-based chain is hosting children of its loyalty members for soccer skills workshops, using videos, coach-led experiences, and soccer ball giveaways.

Adidas, meanwhile, just debuted the latest spot in its “You Got This” campaign, showing Messi in a playful treadmill showdown with NFL star Patrick Mahomes. The ad opens on their wives — Antonela Roccuzzo and Brittany Mahomes — working out together before revealing the athletes side-by-side, cranking up each other’s treadmill speed. “We all need someone to make us believe,” says the voiceover.

Adidas frames the spot as a reminder that even the best athletes rely on peer support to push further: “No matter how great you are, you can always raise your game further through the encouragement of your peers,” it says in the campaign announcement.

For both brands, Messi’s crossover appeal — blending global stardom with approachable charm — offers a powerful way to connect with fans and drive engagement at a key cultural moment.