- Duracell has officially rolled out its limited-edition "Messi Reboot" battery packs nationwide at major retailers, marking the first time in brand history the company has printed an athlete's imagery, Messi's iconic leg tattoos, directly onto the battery cells.
- The retail launch is the next phase of the "Built Different" campaign launched in April 2026, timed to the 2026 FIFA World Cup; a sweepstakes running May 1–August 30 lets fans win Messi-signed merchandise with any Duracell battery purchase at SoccerSweeps.Duracell.com.
- This is Messi's first partnership with Duracell; the Argentine icon is also active this summer with Lowe's "Epically More Messi" campaign and a lifetime Adidas deal worth approximately $20 million annually.
- Duracell's most recent high-profile celebrity activation before Messi was a viral Super Bowl spot featuring Tom Brady, which the brand has credited as the blueprint that led directly to this Messi platform.
Duracell, the world’s leading disposable battery manufacturer, has officially brought its “Messi Reboot” campaign to retail shelves nationwide.
The limited-edition packs, featuring Lionel Messi’s iconic left-leg tattoos printed directly onto each battery cell, are now available at major retailers across the country, ahead of this summer’s 2026 FIFA World Cup.
The retail rollout follows the spring launch of Duracell’s “Messi Reboot” campaign, with the packs now positioned to capture fans ahead of this summer’s premier global soccer event.
The campaign’s centerpiece is a 40-second spot in which Messi powers down on the pitch, a Duracell scientist rushes onto the field, and a fresh set of Duracell batteries brings the GOAT back to full tilt.
For the first time, Duracell has integrated a partner’s identity directly into the product design itself, blurring the line between marketing and product and turning the packaging into its own medium.
A sweepstakes at SoccerSweeps.Duracell.com, running through August 30, gives fans a shot at signed Messi merchandise with any Duracell purchase.
This is Messi’s first partnership with Duracell. The 38-year-old Inter Miami CF star, who has confirmed 2026 as his final World Cup, is also fronting Lowe’s “Epically More Messi” summer campaign, which includes a limited-edition 10-foot lighted Messi outdoor inflatable for loyalty members.
On the battery brand’s side, Duracell’s last major celebrity activation was a Super Bowl spot with Tom Brady, which performed so well it directly inspired the Messi platform.
As covered in Duracell’s original “Built Different” campaign announcement, the partnership draws a direct parallel between Duracell’s PowerBoost technology and Messi’s elite-level performance and endurance.
Takeaways
Duracell isn’t just buying Messi’s face, it’s building a full summer platform around the world’s most recognizable athlete at arguably the most culturally significant moment of his career.
Printing his tattoos directly onto the batteries is a genuinely bold product move that turns a household commodity into a collector’s item.
The brand is clearly betting that the emotional gravity of Messi’s final World Cup translates directly into retail lift, and the Brady Super Bowl playbook suggests they know how to execute this kind of big-swing celebrity moment.
Does printing Messi’s tattoos on the batteries make you more likely to buy them or is it a gimmick that fades fast? Could Duracell’s “GOAT platform” strategy (Brady, then Messi) become a repeatable formula for other sports cycles?
