Más+ by Messi’s 1v1 World Crown set out to prove that a new hydration brand could earn real credibility in football culture. So instead of talking at Gen-Z players, we went to where the game is actually evolving street pitches, cages and urban courts across LA, Toronto, London, Dublin and Miami.
We built the world’s first global 1v1 tournament, brought DJs, customisation, creators and an original track with Merky FC, and finished in Miami where Messi himself met fans and crowned the champions.
The impact was huge: 400M+ PR reach, 313M social views, capacity crowds across every city and a 10% lift in brand awareness.
A tournament that became a movement — and a brand that now genuinely lives in the culture it backs.