The Gaudy, Glorious Rise of Messi's American Empire As the 2026 World Cup approaches, a phenomenon has emerged in America: the cultural and commercial apotheosis of Lionel Messi.
Despite soccer's lackluster growth stateside, the Argentine wizard has rewritten its acceptance rules single handedly.
His latest collaboration with Lowe's, "Epically More Messi," underscores his influence and speaks to a trend: global cultural touchstones seeping into American consciousness.