The opportunity wasn’t just to bask in Messi’s glow, but to borrow his spotlight and build brand equity for Stanley. We set out to make Stanley feel like a co-star, not just a co-sponsor, earning relevance with a sport meets style audience.

Blokecore gives the sport led audience permission to match their kit to their cup.

We tapped into known soccer aesthetic cues, giving sport-led audiences permission to flex their style. Bold color-blocking and fashion-first design translated the collection’s iconic gold and blue palette into a retail environment that felt elevated and enticing to step into. The space invited shoppers to recreate Messi’s bleacher photoshoot with a built-in selfie moment, turning fans into content creators and the retail floor into a runway. We captured photo and video content to extend the activation into social, bringing the moment to feeds beyond the retail floor.

The original plan called for 27 stores. After seeing the creative renders, DSG expanded the rollout to 153 locations, a 467% increase in distribution. Proof that the concept wasn’t just good, it moved buyers to believe in this brand moment for Stanley.