WE’RE STILL WEARING IT

Lionel Messi’s likely retirement was the biggest story of the World Cup. But millions of fans weren’t ready to see him hang up his jersey. So Fanatics gave them a way to tell him: You can’t hang it up while we’re still wearing it.

“Still Wearing It” turned that sentiment into a global revolt. Fans across 13 cities un-hung Messi jerseys on interactive OOH, smashed framed jerseys, and even transformed other jerseys into his, all to keep him playing.