<!-- canonical: https://www.trendhunter.com/trends/adidas-spark-messi -->
<!-- robots: noindex -->

# Harnessing Soccer Star Power
Adidas Uses Argentinian Phenom Messi for 'Spark' Ads

By Andrew Robichaud | Published 2009-07-19 | Lifestyle
Source: Trend Hunter, https://www.trendhunter.com/trends/adidas-spark-messi
References: [behance.net](http://www.behance.net/Gallery/adidas-The-Spark/263298) & [adidas](http://www.adidas.com/campaigns/footballss09/content/?adidas_cc=ca#/home)

What better way to advertise a new soccer brand than using arguably the best soccer player in the world mixed with a graphic novel-styled campaign?

[Lionel Messi](https://www.trendhunter.com/trends/messi-eau-de-parfum) is the head honcho for [Adidas](https://www.trendhunter.com/trends/messi-and-adidas)’ new ‘Spark’ ads. The ads are for the sleek electric blue F50i [soccer cleats](https://www.trendhunter.com/trends/football-boot) and were created by Daniel Carlsson. The idea behind the advertisements (which so appropriately feature the Argentina blue and a young superstar) is that "Every Team Needs the Spark."

As far as Messi is concerned, he’s the fuel *and* the fire. As for the Adidas F50i, take a look and decide for yourself (that’s my way of saying… F50i, enough said).

## Trend Insights (Trend Hunter)

- Score: 3.6/10
- Popularity: 70% | Activity: 31% | Freshness: 8%
- Audience gender: 70% men, 30% women
- Primary generations: Millennial
- Top markets: North America, South America, Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports)

## Key Themes

### Key Themes Behind This Trend

- **Graphic Novel-styled Campaigns:** Disruptive innovation opportunity: Incorporating graphic novel-style elements in advertising campaigns to create visually striking and engaging content.
- **Influencer Marketing:** Disruptive innovation opportunity: Collaborating with influential athletes like Lionel Messi to create authentic and impactful brand promotional campaigns.
- **Product-driven Advertising:** Disruptive innovation opportunity: Highlighting the features and benefits of a product, such as the Adidas F50i soccer cleats, as the main focus of an advertising campaign.

### Where This Applies

- **Sports Apparel:** Disruptive innovation opportunity: Developing innovative sports apparel that incorporates unique design elements and features.
- **Footwear:** Disruptive innovation opportunity: Designing cutting-edge footwear for specific sports, such as soccer, that not only performs well but also appeals to consumers.
- **Advertising and Marketing:** Disruptive innovation opportunity: Utilizing creative and unconventional advertising strategies to capture consumers' attention and increase brand awareness.

## Related on Trend Hunter

- [Soccer Star Chip Campaigns](https://www.trendhunter.com/trends/lays-x-messi-chip-bags.md)
- [Athlete-Collaborative Vibrant Footwear](https://www.trendhunter.com/trends/messi-and-adidas.md)
- [Athlete-Backed Shoe Campaigns](https://www.trendhunter.com/trends/awaken-your-madness.md)
- [Athlete-Collaborative Leather Footwear](https://www.trendhunter.com/trends/samba-sneaker-collaboration.md)
- [Sports-Inspired Game Collaborations](https://www.trendhunter.com/trends/lionel-messi-2.md)
- [Celebratory 3D Illusion Billboards](https://www.trendhunter.com/trends/adidas-dubai.md)
- [Soccer Star Hydration Drinks](https://www.trendhunter.com/trends/ms-by-messi.md)
- [Soccer Star-Fronted Soda Campaigns](https://www.trendhunter.com/trends/thirsty-for-more-campaign.md)
- [Football Icon-Backed Ads](https://www.trendhunter.com/trends/fifa-club-world-cup.md)