When You Are The Best Player In The World: You Are (Lionel Messi) The Best Shoe Salesman In The World...

...and the common thread in a complex global marketing campaign that goes beyond mere TV moments:

"To the football audience, a big TV spot is only a moment long," SVP-Brand Marketing Eric Liedtke of Adidas acknowledged.

"But an intriguing series of films, clues, product previews and digital tools can sustain this consumer and entice them to engage with our product and brand and put us in their consideration set for purchase." (Source)