Lowe’s is expanding its connection to soccer fans with a new loyalty-member campaign called “Epically More Messi,” built around its partnership with Lionel Messi.
The promotion gives members of MyLowe’s Rewards and MyLowe’s Pro Rewards exclusive access to a limited-edition 10-foot lighted outdoor inflatable featuring the global soccer icon. Designed to turn homes into match-day gathering spots, the inflatable will be available online beginning May 18 through a members-only shopping experience, with select stores in major tournament host cities also carrying limited inventory later in the month.
To build excitement around the launch, Lowe’s is placing giant Messi-themed inflatables in several high-profile locations across North America, including parks and entertainment districts in Atlanta, Dallas, Miami, and New York City.
Fans visiting the displays can scan QR codes to join Lowe’s loyalty programs and gain early access to purchase the collectible item.
The campaign is meant to celebrate the rapid growth of soccer culture across North America while rewarding loyal customers with exclusive merchandise, giveaways, and digital fan experiences tied to the sport’s biggest global event.
Lowe’s SVP and Chief Marketing Officer, Jen Wilson, said, “Soccer fandom is rooted in passion, pride, and showing up in an EPIC way. With 'Epically More Messi,’ we’re creating new ways to bring our most passionate and loyal Lowe's fans more rewards – in this case, access to limited-edition merchandise, epic Messi drops over social, and more.”
Soccer broadcasting celebrity Andres Cantor added, “Soccer fandom in the U.S. is at an all-time high, and a legend like Lionel Messi can bring communities together in powerful ways. With ‘Epically More Messi,’ Lowe’s is creating experiences that meet fans where they are – at home and at their neighborhood fields where many soccer dreams begin.”
Lowe’s is also planning additional social-media-driven experiences tied to the tournament’s championship match, including a surprise appearance involving Messi alongside well-known soccer personalities Fabrizio Romano and Katie Feeney.
The company is further strengthening its soccer presence by partnering again with legendary broadcasters Andrés Cantor and Nico Cantor to help promote the campaign across television, digital, and social channels.
Learn more here.