Messi
Creative Direction
Jeff Cole Leads Leo Messi Coming to America
Jeff Cole led the Creative Direction for Lionel Messi global retail campaign themed "Coming to America". His innovative approach in the creative execution led to Messi being named the biggest athlete in America in 2023. Jeff Cole was hired to tackle adidas's challenge of elevating Lionel Messi to become recognizable and beloved in the United States. Through a dynamic and innovative marketing campaign, this multi-faceted approach not only transcended cultural barriers but also significantly boosted his popularity and adidas's sales, setting a new standard for sports marketing in the U.S. and achieving and exceeding adidas's ambitious goal. In 2023, Leo Messi is the first soccer player to become America’s favorite athlete. Jeff's unique strategy integrated a robust digital distribution network, advanced AI technologies, planned content releases, and impactful global viral marketing stunts.