Lionel Messi's partnership with Adidas began after a miscommunication with Nike in 2006. Despite being initially linked with Nike, a lack of response to Messi's father's request for more athletic gear led Messi to switch brands. Adidas capitalized on the opportunity, securing a lifetime deal in 2017, which significantly boosted its market value and presence.source https://timesofindia.indiatimes.com/life-style/fashion/luxury/fashion/why-messi-left-nike-for-adidas/articleshow/115817310.cms