Hours before Lionel Messi took the field for what may be his last match with the Argentine national team, the sports apparel and entertainment company Fanatics launched a global campaign on Sunday morning centered on his iconic No. 10 jersey.
The campaign, titled "We're Still Wearing It," debuted as a short film set in Buenos Aires. It features a Spanish-language version of "Don't Cry For Me Argentina," performed by Luz Gaggi, a finalist on Argentina's edition of The Voice. In the film, a giant Messi jersey is raised in his honor as a metaphor for his presumed retirement, before citizens rally to tear it down and express their desire to see him keep playing.
According to The Hollywood Reporter, Fanatics cast the film entirely with real Messi fans, sourcing extras from an Argentinian fan group. The film is also filled with Easter eggs referencing Messi's career, including jerseys that span his entire run with the national team.
Alongside the film, Fanatics erected billboards in a dozen cities around the world. The locations include Rosario, Argentina, where Messi was born; Barcelona and Paris, cities where he has played professionally; and Lake Town, India, home to a 70-foot Messi statue. Additional cities include New York, Buenos Aires, London, Mexico City, Los Angeles, Lagos, Tokyo and São Paulo.
The 2026 FIFA World Cup Final takes place Sunday at MetLife Stadium in East Rutherford, New Jersey, with Argentina defending the title against Spain. According to Rolling Stone, the match begins at 3 p.m. ET and airs on Fox in English and on Telemundo in Spanish. Streaming options include DirecTV, YouTube TV, Sling, Fubo and Fox One.
Spain is chasing its second World Cup title. Their first came in 2010 in South Africa, when they beat the Netherlands 1-0 in extra time. This tournament, Spain allowed only one goal through the entire competition before the final, including a 2-0 semifinal win over France. Argentina's path was less smooth. Messi tied for the tournament lead with eight goals, but several of Argentina's matches came down to the wire. Lautaro Martínez scored the game-winning goal in the semifinal against England.
At 39 years old, Messi's future with the national team is uncertain. He will return to MLS club Inter Miami after the tournament regardless of Sunday's result.
The World Cup Final will also feature a halftime show produced by Fanatics' Topps collectibles brand. Performances are scheduled from BTS, Madonna, Shakira, Burna Boy, Justin Bieber and Gustavo Dudamel and his orchestra, packed into what the producer described as an "action-packed 11 minutes."
