Hard Rock Cafe has teamed up once again with football legend Lionel Messi for a brand-new merchandise launch, just in time for one of the year’s most talked-about international soccer events.
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Unveiled today as part of the brand’s “WE PLAY TOGETHER” campaign, the collection celebrates the unifying power of the sport. Fans can expect themed clothing, unique retail bundles, and curated dining combos built around Messi’s presence and persona. The promotion is designed to create an immersive experience for guests tuning in to the tournament: from casual diners to die-hard football fans.
Messi himself revealed the new line through an Instagram post earlier today, proudly sporting one of the custom-designed tees now available in Hard Rock’s stores and online.
Speaking on the launch, Eric Martino, President of Hard Rock Cafe & Retail, shared his excitement. He emphasized that the partnership with Messi brings together the love for football, food, and music under one roof. According to him, the campaign isn’t just about merch: it’s about creating moments. From match-viewing experiences to exclusive deals that blend themed meals with limited-edition collectibles, the idea is to celebrate the game in true Hard Rock spirit.
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For fans looking to get their hands on the new gear, select Rock Shop locations and Hard Rock’s online store are now offering exclusive Messi-inspired apparel and soccer merchandise: available only for a limited time during the tournament season.
