The Messi Campaign: A Glimpse of Fandom's Emotional Economy In the hours leading up to the World Cup final, Fanatics has launched a campaign that speaks volumes about the emotional investment fans have in their favorite players.
Centered on Lionel Messi's iconic number 10 jersey, "We're Still Wearing It" is less a marketing ploy than an attempt to tap into the fervent devotion of millions worldwide.
The short film at the heart of the campaign features a poignant metaphor: a giant Messi jersey being raised in his honor before it's torn down by a crowd of fans who refuse to let him retire.