Lego launches promotional campaign featuring football stars

Lego has released a new promotional video and product line featuring professional footballers Lionel Messi, Cristiano Ronaldo, Kylian Mbappe, and Vinicius Junior. The campaign, timed ahead of the 2026 World Cup, showcases the players as Lego minifigures. In the promotional video, the athletes are depicted attempting to build a World Cup trophy out of Lego bricks. The collection includes various sets, such as 'Football Highlights' and 'Football Legend,' which focus on the individual careers and styles of the players. Specifically, the Lionel Messi set includes a base shaped like the letter 'M' in Argentine national colors, featuring his signature number 10. The campaign aims to engage fans of all ages by allowing them to assemble and display sets representing these iconic athletes. This move follows previous high-profile sports marketing campaigns, such as a notable Louis Vuitton advertisement from four years ago featuring both Messi and Ronaldo.