Messi's pink #10 jersey becomes a fashion phenomenon
The pink #10 jersey worn by Lionel Messi for Inter Miami has become the most fashionable sportswear item globally, blending athlete recognition, distinctive color, and efficient manufacturing. Adidas received nearly 500,000 orders within days of Messi's announcement on June 7, 2023, and produced the jersey in Pantone 1895C using recycled polyester sourced near Southeast Asian factories, delivering first editions to Miami by July 18—a fraction of the typical six-to-nine-month lead time. Counterfeits flooded markets worldwide, including Buenos Aires, where fake jerseys cost up to $50. The phenomenon reflects a broader trend of luxury groups entering sports: LVMH is main sponsor for Paris 2024 Olympics and Louis Vuitton for the 37th America's Cup; Kering's Balenciaga launched its first winter sports collection on November 15, 2023. Adidas CEO Bjørn Gulden leads the company since January 1, 2023.
Key facts
- Messi's pink #10 Inter Miami jersey became a global fashion phenomenon
- Adidas received nearly 500,000 orders within days of Messi's announcement on June 7, 2023
- Jersey color is Pantone 1895C
- Adidas sourced recycled polyester near factories before Messi's contract signing on July 15
- First jersey deliveries to Miami by July 18, 2023
- Counterfeits sold in Buenos Aires for up to $50
- LVMH is main sponsor for Paris 2024 Olympics and Louis Vuitton for 37th America's Cup
- Balenciaga launched first winter sports collection on November 15, 2023
Entities
Artists
- Lionel Messi
- Carlos Alcaraz
- Eileen Gu
- Léon Marchand
- Mélanie de Jesus dos Santos
- Enzo Lefort
- Bjørn Gulden
- Bernard Arnault
- Henry Pinault
- Remo Ruffini
- Aldo Premoli
Institutions
- Adidas
- Inter Miami
- Major League Soccer
- LVMH
- Louis Vuitton
- Kering
- Balenciaga
- Moncler
- Artribune
- Treccani
- Pantone
Locations
- Miami
- Buenos Aires
- Rio
- Manchester
- Bangkok
- Paris
- Barcelona
- Frankfurt
- Milan
- Cernobbio
- New York
- Sicily
- San Telmo
- Calle Florida