Lionel Messi shown in Inter Miami gear in NYC Adidas store display ahead of official deal

Lionel Messi may not officially be an Inter Miami player yet, but the Adidas store in the SoHo neighborhood of New York City has wasted no time getting images of him in an Inter Miami jersey up in front of the world, along with prominent displays within the store itself.

As of the early evening of July 5, the store’s primary window display featured large photos of Messi in an Inter Miami No. 10 jersey, with screens along the side showing Messi alongside the slogan, “Impossible is coming,” which then switched to Adidas’ standard slogan, “Impossible is nothing.”

No Inter Miami jerseys with Messi’s name and presumed number were for sale at the Adidas store or at Inter Miami’s home match at DRV PNK Stadium on July 4. 

A representative for Adidas North America did not immediately respond to a request for comment when asked how Adidas could show Messi in an Inter Miami jersey without his signing being announced and final. Adidas sponsors both MLS and Messi, with whom the sportswear company has a lifetime deal.

The theme continued within the SoHo store, with an Inter Miami and/or Messi influence clearly meant to be the first thing a customer sees after walking in either of the two entrances. Inside one entrance, an array of Inter Miami, Argentina and Messi-branded gear was arranged next to a sign reading, “Bienvenido a Miami.” Just within the other entrance, a collection of workout clothing is on display, which would be unremarkable except for the fact that the only colors included were white, black and pink — the same colors as Inter Miami. 

Around one corner of the store, child-size jerseys from Adidas’ Messi brand, with “Messi 10” in Inter Miami colors on the back, were on a rack in front of the new home jersey of NYCFC — one of New York City’s two local MLS teams (both of which also had visible displays around the corner from one of Messi’s entryway welcomes). 

Messi first announced he intended to move to Inter Miami on June 7, before a contract had officially been signed. Multiple league and team sources previously told The Athletic that MLS and its commissioner were caught off-guard by Messi’s announcement.

A deal has yet to be made official due to its complicated nature, which involves structuring what is sure to be the richest contract in MLS history, along with revenue-sharing provisions with Apple, MLS’s media rights partner. It also includes negotiations over image and marketing rights, like which entities own rights to Messi’s name and the No. 10 for use on different products.

Required reading

(Photo: Alexander Abnos / The Athletic)