What I enjoy in sports marketing is the ability to plan and anticipate. Messi won the “Ballon d’Or” and adidas celebrated the 3 consecutive times “Ballon d’Or” with a golden adizero MiCoach to mark the occasion. What is the adizero MiCoach? A football boot with a brain, remember?
Each stripe features the year the Argentinian won the “Ballon d’Or”: 2009-2010-2011.
Another addition, the Messi logo.
“FIFA Ballon d’or and World Player of the Year” and “Gracias a todos” are displayed on the insteps.
A great initiative from adidas to celebrate the best player in its portfolio. What must be pointed out is not to customize an adizero for Messi, rather to plan and anticipate that Messi would win the award for the 3rd time consecutively.
Customizing a football shoe – new colourway, print – takes some time, and it shows trust and confidence in an athlete to build a product knowing he would cross the finish line ahead of the others! Plan and anticipate show trust and confidence.