1v1

For the launch of Más+ by Messi, we focused on authentic immersion in global football culture by proving its hydration benefits through action, not advertising. We created the “1v1: Claim the Crown” tournament, a demanding format that leveraged Messi’s mastery in tight spaces, positioning hydration as a competitive edge.

The tournament involved a global network of creators and talent, acting as a decentralized content engine. This high-impact cultural moment delivered extraordinary engagement, launched Más+ into the sporting conversation, and cemented it as a new force in football culture.