Hours before Lionel Messi plays in the 2026 FIFA World Cup Final, in what could be his final match for the Argentine national team, sportswear, collectibles and entertainment company Fanatics is launching a campaign focusing on Messi’s iconic No. 10 shirt and declaring “You can’t hang it up while we’re still wearing it.”
Fanatics debuted a short film called “We’re Still Wearing It” on Sunday morning, which includes a Spanish-language version of the song “Don’t Cry for Me Argentina” by Argentine finalist Luz Jagi. Sound.
The film witnesses Messi’s giant shirt being raised in his honor, as a symbol of his supposed retirement, before citizens gather to tear it down and express their desire to see him continue playing.
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Fanatics say the film, set in Buenos Aires, was filmed entirely with real Messi fans, going so far as to have extras from an Argentine fan group. It’s also full of Easter eggs referencing Messi and his career, including shirts covering his entire career with the Argentina national team.
Over the next two days, fanatics will also erect billboards bearing the phrase “We’re still wearing it” in dozens of cities around the world, many with links to Messi, including the city of Rosario in Argentina, where Messi was born; Barcelona and Paris, cities where he played; Town Lake, India, home to a 70-foot statue of Messi. 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 Spain. While Messi will return to the American team Inter Miami after the end of the World Cup, his future with the Argentine national team is in doubt at the age of 39.
Fanatics hosted Messi at Fanatics Fest on Friday for the World Cup press conference, and the company’s collectibles brand Topps is sponsoring the first World Cup semifinal show, which will feature performances from BTS, Madonna, Shakira, Burna Boy, Justin Bieber, Gustavo Dudamel and his orchestra in what the producer calls “11 action-packed minutes.”
