Fanatics Rolls Out ‘We’re Still Wearing It’ Campaign Honoring Messi Ahead of the World Cup Final

It feels a little surreal: the world is buzzing about the 2026 World Cup final in New Jersey, and meanwhile Fanatics, the sports‑merch giant, is rolling out a short film that practically shouts, “You can’t hang it up while we’re still wearing it.” The ad debuted Sunday morning, right on the eve of what many expect to be Lionel Messi’s last appearance in an Argentina jersey.

The piece, titled “We’re Still Wearing It,” opens with a sweeping view of Buenos Aires and a giant, oversized number‑10 shirt being hoisted into the sky – a clear nod to the idea of retirement. But before the crowd can tear it down, the fans in the street rally, waving signs and chanting, as if to say, “Don’t let him go.” A Spanish‑language rendition of “Don’t Cry for Me Argentina” performed by Luz Gaggi, a recent finalist on Argentina’s The Voice, underscores the emotional stakes. The film is peppered with little Easter eggs – vintage Argentina kits, a nod to his Barcelona days, even a reference to his early days in Rosario – all cast with real‑life Messi devotees sourced from a local fan group.

Fanatics isn’t stopping at the screen. Over the next 48 hours the company is plastering “We’re Still Wearing It” billboards across a dozen cities that have shaped Messi’s journey. You’ll spot them in Rosario, Argentina (his hometown), the streets of Barcelona and Paris (where he dazzled for club sides), a massive 70‑foot statue in Lake Town, India, and metropolises like New York, London, Mexico City, Los Angeles, Lagos, Tokyo and São Paulo. Each location feels like a love letter to the man who’s become a global icon.

At 39, Messi’s future with the Albiceleste is anything but certain. While he’s slated to rejoin Inter Miami after the tournament, rumors of retirement have swirled for months. The ad seems to acknowledge that uncertainty, offering fans a visual reminder that his legacy – and the jersey he wears – will linger long after the final whistle.

Adding a splash of celebrity glitter, Fanatics hosted a Messi‑focused press event dubbed Fanatics Fest on Friday, and its Topps division is sponsoring the World Cup’s inaugural halftime show. The 11‑minute spectacle promises an eclectic lineup: BTS, Madonna, Shakira, Burna Boy, Justin Bieber and a full orchestra led by Gustavo Dudamel. If the ad’s message is clear, it’s that even if Messi hangs up his boots, the world will keep wearing his number 10.