Adidas is energizing its global community by launching a new movement dedicated to the world famous socker player, Lionel «Leo» Messi. With the campaign, launched on March 1, the brand brings its fans together to celebrate the athlete, who is the also an adidas’s ambassador. The new effort aims to promote the Messi Collection range that includes the latest shoe, adizero f50 Messi boot inspired by Leo’s style.

The dedicated hub on the adidas Football Facebook is the new movement’s major destination. To kickstart the new campaign, adidas has released a 1:34 video that pays tribute to Messi’s games skills and demonstrates how he explains his game philosophy right during the match. “The video showcases Leo’s flair, honesty, precision and speed; his focus on keeping the game beautiful and keeping the game fun,” as stated in the press release.

In addition to the “Play the Messi Way—adidas” spot, the brand has also created the inspirational “Team Messi” mantra that highlights athlete’s core values, attributes and behavior on the field. To be able to play like Messi and boost their performance, fans can learn the mantra and purchase items from the Messi Collection range of boots and apparel.

adidas is known to launch signature collections named after the most talented and inspiring world’s athletes. Following David Beckham and Derrick Rose, Messi has become one of a few legendary sport faces who have lent their names to adidas ranges.