Stanley launched its Messi collection with a three-day pop-up on Sydney rooftop pitches

Mark the partnership and the limited-edition Messi x Stanley collection in a way that honours Messi's humble beginnings and Australian community football.

Hold the launch where football stars begin: on the rooftop pitches of a Sydney community centre.

Wellcom Sydney created a three-day immersive experience at Sydney's Ultimo Community Centre: a Messi-inspired pop-up and the centre's rooftop soccer fields, with world-record trick-shot performances, interactive games and prizes of exclusive collection products and merch. Athletes and influencers including Michelle Heyman, Sophie Harding, Jed Hockin and Sydney Street Crew supported the launch.

The source describes the event and gives no attendance or sales figures. Messi is quoted calling his connection to the brand authentic, having used Stanley's South American Maté System for decades.

In December 2024, LBB reported that Wellcom Sydney had created an exclusive three-day immersive experience to celebrate Stanley 1913's multi-year partnership with Lionel Messi and the launch of a limited-edition Messi x Stanley collection.

Sydneysiders were invited into a Messi-inspired pop-up and onto the unique rooftop soccer fields of the Ultimo Community Centre. Wellcom's creative director said stars are born on community pitches, so hosting the launch there honoured what Messi represents. Visitors saw trick-shot performances, joined interactive games and could win collection products and merch.

The venue linked the launch to the idea that football stars start on community pitches.

Local athletes and a trick-shot record holder gave the event content that people could watch as well as buy.

Messi's long use of the brand's Maté System gave the partnership an authentic basis, per the release.

Choosing a launch venue that echoes the star's origin story gives the partnership a local meaning.

The LBB piece is an agency description and lists no results beyond the event itself.