Lowe's is launching a World Cup advertising campaign featuring a 10-foot inflatable, luminescent figure of footballer Lionel Messi [1].
The partnership leverages the global popularity of Messi to drive consumer traffic to retail locations and the company's online store in the U.S. as the 2026 FIFA World Cup approaches.
Sales of the inflatable figure begin on Monday, May 20, 2026 [2]. The product is available specifically for Lowe's Rewards members, who can purchase the oversized luminescent figure to display at their homes.
Jeff Smith, senior vice president of marketing at Lowe's, said, "We’re thrilled to bring Lionel Messi into the homes of our customers and celebrate the excitement of the 2026 World Cup."
The campaign arrives as anticipation builds for the tournament. Messi shared his own enthusiasm for the event on social media. "I’m ready for the World Cup and can’t wait to see fans everywhere cheering," Messi said.
By offering a physical product tied to one of the world's most recognized athletes, the retailer aims to capture the enthusiasm of soccer fans. The 10-foot height of the figure [1] ensures high visibility for those who purchase it, creating a literal landmark for the sport in residential neighborhoods.
Lowe's will distribute the items through its standard retail channels and digital storefront. The company has not disclosed the specific price point for the Rewards members' exclusive item.
“Lowe's is launching a World Cup advertising campaign featuring a 10-foot inflatable, luminescent figure of Lionel Messi.”
This campaign represents a strategic move by a major U.S. home improvement retailer to pivot toward the massive cultural and economic footprint of soccer in North America. By gating the product behind a Rewards membership, Lowe's is not only seeking immediate sales but is using the World Cup fever to grow its long-term customer loyalty database.
