Hours before Lionel Messi plays in the 2026 FIFA World Cup Final, in what may be his final game on the Argentinian national team, the sports apparel, collectibles and entertainment company Fanatics is launching a campaign that focuses on Messi’s iconic number 10 jersey and declares “You Can’t Hang It Up While We’re Still Wearing It.”
Fanatics debuted a short film called “We’re Still Wearing It” Sunday morning, which features a Spanish-language version of the song “Don’t Cry For Me Argentina” by Luz Gaggi, a finalist on Argentina’s The Voice.
The film sees a giant Messi jersey being raised in his honor, a metaphor for his presumed retirement, before the citizens rally to tear it down and express their desire to see him continue to play.
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Fanatics says that the film, which is set in Buenos Aires, was cast entirely with real fans of Messi, going so far as to source extras from an Argentinian fan group. It is also filled with Easter eggs that reference Messi and his career, including jerseys that span his entire run for the Argentinian national team.
Over the next two days, Fanatics will also erect “We’re Still Wearing It” billboards in a dozen cities from around the world, many with connections to Messi, including in Rosario, Argentina, where Messi was born; Barcelona and Paris, cities where he’s played; Lake Town, India, home to a 70-foot Messi statue. Other cities include New York, Buenos Aires, London, Mexico City, Los Angeles, Lagos, Tokyo and São Paulo.
Later today, Messi and Argentina will play in the World Cup final in New Jersey, facing off against Spain. While Messi will return to the MLS team Inter Miami after the World Cup is over, his future with the Argentinian national team is in doubt at 39 years old.
Fanatics hosted Messi at Fanatics Fest on Friday for the World Cup press conference, and the company’s Topps collectibles brand is sponsoring the World cup’s first ever halftime show, which will pack performances from BTS, Madonna, Shakira, Burna Boy, Justin Bieber and Gustavo Dudamel and his orchestra into what the producer calls an “action-packed 11 minutes.”
