Lionel Messi reportedly played an influential role in convincing Barcelona sensation Lamine Yamal to end his association with Nike and sign a sponsorship agreement with Adidas. The German sportswear manufacturer capitalised on the teenager's admiration for the Argentine superstar to gain an advantage over its major competitor during negotiations.

According to a report by SPORT, citing information from The Athletic, Messi personally contacted Yamal before the partnership was officially announced. The negotiations reportedly began in autumn 2023, when Adidas organised a meeting in Barcelona involving senior company executives, the young forward and his representatives.

During the presentation, Yamal received a special video message from Messi. The Argentine introduced himself and spoke directly to the Barcelona youngster, creating a personal connection that Adidas believed could influence his decision. The company understood that Messi's involvement could be more persuasive than simply presenting an attractive financial package.

Nike also made considerable efforts to retain Yamal by involving another major football personality. The American sportswear company reportedly presented him with a personal message from Kylian Mbappe in an attempt to convince him to continue their partnership.

However, the two footballers represented different sources of inspiration for the teenager. While Yamal regarded Mbappe as a contemporary and fellow member of the new generation of football stars, Messi was someone he had admired since childhood. That emotional connection reportedly gave Adidas an important advantage.

The German company is said to have offered Yamal a ten-year sponsorship agreement valued at approximately €32 million. Although the financial details have not been officially confirmed, the proposed arrangement would have positioned him among the most important representatives of Adidas' emerging generation of football ambassadors.

Following the agreement, Adidas quickly incorporated the Spanish international into its promotional activities. One notable development was Yamal becoming the first footballer apart from Messi to wear the Argentine's exclusive X Crazyfast Leo Messi 'Spark Gen10s' signature boots.

Nike, meanwhile, continued concentrating on its established collection of global football ambassadors, including Mbappe, Erling Haaland and Vinicius Junior. Rather than engaging in an increasingly expensive competition to secure Yamal's signature, the American company maintained its existing commercial approach.

Since joining Adidas, Yamal has continued developing into one of football's most recognisable young players. The company's long-term ambition is to build his commercial identity beyond his achievements at Barcelona and establish him as an internationally recognised sporting icon in his own right.