Soccer legend Lionel Messi might have retired from the beautiful game, but he’s poised for a new role as the star of an animated kids’ series—and a slew of licensed products to support it, including kids’ footwear, apparel, and sports accessories by Adidas.
The series, called Messi and the Giants, created by Sony Pictures Television Kids and Sony Music Vision will launch globally on Disney+ and in the U.S. on Disney Channel next summer and will include the first-ever onscreen appearance of an Adidas kids’ shoe. It’s a fitting partnership, given that Messi has been an Adidas athlete since 2006.
Billed as a sports fantasy, Messi and the Giants focuses on the character Leo, a 12-year-old who finds himself trapped in an alternate reality ruled by giants and must take part in high-energy, soccer-like battles to defeat his opponents and get home. The press materials call it an “underdog adventure about courage, perseverance, and believing in yourself” that draws inspiration from Messi’s life and career. Messi executive produced the series with his late father, Jorge Messi. You can view the teaser trailer, here.
In addition to Adidas footwear and other merchandise themed to the series, Sony Pictures Television Kids and Sony Music Vision are partnering with Hasbro on licensed toys and games, Penguin Random House on books inspired by the series, Rubie’s on Halloween costumes and party goods, Centric Brands on home products and apparel, and Panini on stickers and collectibles. Products will begin debut in summer 2027 with more launches in fall 2027.
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