Adidas has partnered husband-and-wife team footballer Lionel Messi and media personality Antonela Roccuzzo to launch its new Essentials collection.
“Essentially family”, created by Mother Berlin, is made up of out-of-home ads depicting Messi and Roccuzzo relaxing in a home environment.
The ads were shot by Alex de Mora and the campaign will run globally, including in the UK.
Alexander Nowak, chief creative officer at Mother Berlin, said: “Taking inspiration from lifestyle magazines from the last few decades, with the aim of creating a family portrait that will go down in our visual memory, 'Essentially family' showcases Antonela as a star in her own right, and next to her is a very human Messi, who is not portrayed as a footballer, but as a husband – and this campaign captures an interesting moment in time between an iconic couple.”
A statement from Adidas said of the collection: “Channelling a modern minimalist aesthetic with premium trims that elevate each look, the range of sweats, leggings and tees come in on-trend colourways and multiple styles, from boxy silhouettes, to tailored cuts, and oversized fits, to allow the wearer to mix and match to suit their individual style or occasion.”
Roccuzzo added: “Sport-inspired looks are something that I have grown to love over the years, particularly for my day to day – like when I attend matches to support Leo or my boys, or travelling and running work errands. It's great that I can add these comfort-first fits into the mix."
Messi said: “I am always a comfort-first type of person, as I am mostly training or with my family, and I love that I can mix and match the hero pieces from the collection in a way that works for me yet still look sharp no matter where life takes me."
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