- Lowe's has launched "Epically More Messi," a summer campaign rewarding MyLowe's Rewards and MyLowe's Pro Rewards loyalty members with exclusive access tied to the 2026 FIFA World Cup.
- A limited-edition 10-foot lighted Messi outdoor inflatable is available exclusively to loyalty members for $99, with purchase access opening May 18 on Lowes.com/MoreMessi and limited in-store availability beginning May 20 across 11 host cities.
- Giant Messi inflatables are being installed across Piedmont Park (Atlanta), Klyde Warren Park (Dallas), Miami Freedom Park, and the New York Seaport District from May 15–17 as part of a fan sign-up activation.
- A social-first surprise experience, featuring Messi alongside transfer insider Fabrizio Romano and ESPN's Katie Feeney, is set to drop at the World Cup final, with father-son soccer broadcast legends Andrés Cantor and Nico Cantor returning as official campaign voices.
Lowe’s is doubling down on its soccer playbook. The home improvement giant launched its “Epically More Messi” campaign on May 14, 2026, building on a partnership with Inter Miami CF legend Lionel Messi that dates back to spring 2024, when the two first teamed up around Copa América.
That original deal saw Messi join the “Lowe’s Home Team” and earn loyalty members bonus rewards points tied to his assists on the pitch, the first soccer player ever added to a lineup that previously featured only NFL and NBA stars.
The 2026 World Cup summer campaign ramps things up considerably. Members get early access to a limited-edition 10-foot Messi inflatable for $99 via Lowes.com/MoreMessi, with a members-only window opening at 10:10 a.m. ET on May 18 and select in-store quantities available May 20 across 11 host cities.
On the brand side, Lowe’s has built a robust athlete marketing track record, previously running campaigns with NFL stars Travis Kelce and C.J. Stroud and, more recently, A’ja Wilson and Jalen Brunson in a basketball-themed campaign.
For Messi, the Lowe’s deal slots into a loaded brand portfolio that includes Adidas (lifetime deal), Mastercard, Pepsi, Lay’s, and a partnership with Duracell. More recently, Messi added Stanley to his roster in November 2024 with a co-branded “Messi x Stanley 1913” performance collection.
Andrés Cantor and his son Nico Cantor return as official bilingual campaign voices, connecting with English- and Spanish-speaking audiences throughout the tournament.
Takeaways
This isn’t just a celebrity slap on a product, it’s a loyalty play. Lowe’s is using Messi’s global magnetism to drive MyLowe’s Rewards sign-ups in a way that feels genuinely fan-first, not just transactional.
Dropping inflatables in four cities, gating $99 merch behind a loyalty membership, and teasing a World Cup final “surprise moment” with Fabrizio Romano, that’s a brand that understands the soccer fan’s FOMO instinct.
The bigger picture? Messi’s arrival at Inter Miami triggered a wave of blue-chip brand interest, with Lowe’s joining Audi, JPMorgan Chase, and Visa as multi-year Inter Miami partners, all chasing a club that nearly quadrupled its revenue since Messi signed in 2023.
For Lowe’s specifically, the Messi tie-up is a calculated move against MLS official partner Home Depot. And with the World Cup on U.S. soil this summer, the timing couldn’t be sharper.
Does gating the Messi inflatable behind a loyalty membership actually convert casual soccer fans into long-term Lowe’s customers or is it a one-summer spike? Could this campaign inspire rival home improvement brands to pursue their own soccer ambassador deals ahead of future World Cups?
