Just hours before Lionel Messi and Argentina take the field in the 2026 FIFA World Cup Final, Fanatics has unveiled an emotional global campaign asking the soccer legend to delay retirement from international play.
Titled “We’re Still Wearing It,” the campaign centers on Messi’s iconic No. 10 jersey with a simple message: “You Can’t Hang It Up While We’re Still Wearing It.”
The centerpiece is a cinematic short film set in Buenos Aires, where a giant Messi jersey is raised in tribute, symbolizing what many believe could be the final chapter of his Argentina career. As the jersey rises, fans rally together to pull it back down, refusing to let their hero walk away just yet.
The film features a Spanish-language rendition of Don’t Cry For Me Argentina performed by Luz Gaggi, a finalist on The Voice Argentina, and stars real Messi supporters, including members of an Argentine fan group. Hidden throughout the film are Easter eggs celebrating Messi’s legendary career, from vintage national team jerseys to subtle nods spanning his international journey. Watch below:
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Beyond the film, Fanatics is taking the campaign worldwide with “We’re Still Wearing It” billboards appearing in a dozen cities connected to Messi’s life and career, including Rosario, where he was born; Barcelona and Paris, where he starred professionally; and Lake Town, India, home to a 70-foot Messi statue. Additional installations will appear in New York, Buenos Aires, London, Los Angeles, Mexico City, Lagos, Tokyo and São Paulo.
The campaign arrives ahead of Argentina’s World Cup Final matchup against Spain in New Jersey. While the 39-year-old superstar is expected to return to MLS club Inter Miami following the tournament, his future with Argentina remains uncertain.
Fanatics has leaned heavily into its partnership with Messi throughout the World Cup. The company hosted the eight-time Ballon d’Or winner at Fanatics Fest earlier this week, while its Topps brand is also sponsoring the tournament’s first-ever halftime show.
The final between Spain and Argentina airs today on Fox at 3 PM/ET/2 PM CT/Noon PT.
Thr was the first to report this story.
