Following the monumental announcement of Lionel Messi joining Inter Miami, Adidas turned to Outform to reimagine its South Beach store into a celebration of Messi’s arrival to the lively city.  

Due to the secrecy of Messi’s signing, the Outform team had just three weeks to transform the space located on the iconic Lincoln Road into an immersive and energetic tribute. From ideation, experience design, shopper planning, and execution, the team worked tirelessly to create a dynamic environment that celebrated Messi’s legacy while meeting Adidas’ high expectations.  

Bathed in Inter Miami’s iconic pink, the store radiated Miami’s vibrant energy while paying homage to Messi’s unparalleled career. The standout feature, the ‘Messi Museum,’ proudly displayed his five World Cups and iconic jerseys, creating an emotional and nostalgic journey through his achievements. A Digital Mannequin was also available for visitors to see the Adidas gear in action, bringing the apparel to life with dynamic, interactive displays that highlighted Messi’s journey on and off the field. 

As the store was being built, fans eagerly peeked through the windows to catch a glimpse of what was to come. Upon its grand opening, a line of excited customers wrapped around the building, resulting in non-stop foot traffic driven by the anticipation and buzz surrounding the unique experience inside. This buzz was also felt on social media, with people posting content on Tik Tok and Instagram that built up the hype surrounding the store even more. 

Messi himself graced the pop-up with a visit, drawing massive crowds and amplifying the excitement that was already felt online and in person. Both domestic and international fans left with a sense of pride, feeling connected to the sport and to Messi himself as they experienced his journey firsthand. This unforgettable event solidified the store as not just a retail space but as a landmark moment in Messi’s Miami legacy.