Wednesday saw a spectacular arrival of soccer icon Lionel Messi to Miami, courtesy of adidas, who welcomed the Argentine star with an impressive convoy. This marked the kick-off to Messi’s journey with Inter Miami CF, underlining adidas’ commitment to the growth of soccer in North America.
In support of the escalating interest in soccer across the United States, adidas is powering the next generation of talent through its expansion of the Just Ball League into the Miami community. In line with this year’s feverish anticipation for the Women’s World Cup and scheduled matches between leading European clubs on American soil, adidas is well-positioned to aid in the expansion of the beautiful game.
MIAMI, July 20, 2023 – This year promises to be significant for soccer in the U.S., with events like the Women’s World Cup, visits from top European clubs, and the much-awaited MLS debut of Lionel Messi set to catalyze further growth. Soccer participation has surged over the past 40 years, contributing to a 300% growth in the sport within the country. Riding on this wave, adidas has announced a series of initiatives designed to cultivate and inspire the upcoming generation of soccer enthusiasts and the culture that grows with it.
Messi’s Magnificent Miami Move
The expansion of soccer in the U.S. has escalated the demand for elite talent, culminating in the signing of one of the greatest soccer players of all time to the MLS. Messi’s arrival harks back to the hype that surrounded David Beckham’s entry into MLS in 2007. Messi’s advent into the American soccer scene brings a celebrated Latino icon to one of the world’s most passionate soccer communities, generating unprecedented excitement. adidas takes great pride in continuing to support Messi in this exciting new phase of his career.
Adidas ushered in a new epoch of soccer in Miami and the wider U.S. by organizing a grand welcome for Messi ahead of his first match with Inter Miami CF. This included an impressive convoy of adidas-branded vehicles cruising through the Port of Miami, followed by a distribution of Messi merchandise to local fans.
The overwhelming response to Messi’s arrival signifies his potential influence on Inter Miami CF and reflects the story of a boy from Rosario, Argentina, embraced by a city with robust Latino representation and an unmatched love for soccer.
Empowering the Future Stars
Believing in the transformative power of sport, adidas has expanded the Just Ball League – a free neighborhood youth soccer initiative – to Miami. The move underscores adidas’ ongoing effort to make the sport more accessible and equitable, especially for disadvantaged households and young people of color.
The Just Ball League leverages the mini-pitch infrastructure developed by adidas and the U.S. Soccer Foundation over the past six years. This expansion will offer free competitive soccer leagues in safe, state-of-the-art spaces, enabling Miami’s budding athletes to refine their skills and reap the benefits of sport.
The FIFA Women’s World Cup 2023 Takes Center Stage
As a brand deeply ingrained in soccer culture, adidas will be front and center during the 2023 Women’s World Cup. The brand will support the tournament and its top athletes by providing tailor-made away kits and the official match ball.
Inspired by Australia and New Zealand’s picturesque landscapes, these kits blend aesthetic appeal with adidas’ unparalleled performance technology. These sought-after kits can be purchased from adidas.com and serve as a symbol of support for fans cheering on their favorite teams and athletes.
European Soccer and Rising Fashion Trends Reach the U.S.
The summer will also see several prominent European soccer clubs, including Real Madrid, Arsenal, and Manchester United, touring the U.S. This year’s tour attests to the burgeoning soccer culture in the country, where global communities come together to celebrate a historic summer of soccer.
Moreover, the ‘Blokecore’ fashion trend, a style embracing vintage soccer-inspired pieces, is rapidly gaining traction across the U.S., thanks in part to adidas’ rich legacy in soccer and sportswear. With stars like Jenna Ortega sporting the look, ‘Blokecore’ is set for a momentous rise.
About adidas: adidas stands as a global pioneer in the sporting goods industry, employing over 59,000 people worldwide, with headquarters in Herzogenaurach, Germany. The company reported revenues of €22.5 billion in 2022.
About U.S. Soccer Foundation: The U.S. Soccer Foundation’s initiatives serve as the national benchmark for sports-based youth development in underprivileged communities. Established in 1994, the Foundation promotes an active and healthy lifestyle among children, while fostering their personal growth beyond sports. The Foundation, a 501(c)(3) organization, is based in Washington, D.C.