The teenager has the talent and commercial appeal to become the face of the Catalan club but can he succeed where past prodigies failed?
In 2006, a young player out of the Barcelona academy signed a deal with adidas. The agreement, reportedly worth around $500,000 per year, felt like a hefty investment for a 19-year-old. After all, the player hadn't yet played a full season of professional football. By the end of the previous season, he had scored six goals and added three assists. He only had 11 top-flight starts to his name.
That deal, for that player, Lionel Messi, proved to be a bargain for Adidas. Now, 18 years later, another La Masia graduate has done the same thing. Lamine Yamal, another right-winger out of the Barcelona academy, penned a long-term agreement to be one of the faces of adidas' global football brand. He will be the only other player in the world to wear Messi's exact boots – adding a visual link to a spiritual connection that has been drawn between the two for some time.
And though it will lead to immense pressure on the teenager, it is an ideal arrangement for the Balugrana. Since Messi left, the Catalan club have lacked a central marketable star – a world class presence who can not only change a game but also sell shirts in spades. Yamal, the newly minted face of adidas, can be that player.
adidas partnership with Lamine Yamaladidas partnership with Lamine YamalThe adidas deal
Yamal's deal was announced in a very modern way. A brief video showed Yamal, sitting on his childhood bed, clad in all-adidas gear, smiling at the camera. The alarm clock next to him beeps, and shows the time "3:04" – a reference to the area code he grew up in. Yamal laces up Messi's boots, and is then shown running onto a football pitch. He throws up his signature celebration, before breaking out a series of tricks and flicks.
It's comparable to the ad Jude Bellingham, another young star, recently featured in for the famous brand. This was a well-thought-out thing, something meant not only to curate an image but also highlight a burgeoning talent.
The company explained their choice, too.
"Adidas is proud to confirm Lamine Yamal joining the adidas family as of today, wearing the X Crazyfast; perfectly suited to his agile and explosive style of play on the wing. Lamine grew up in Rocafonda, 40 minutes from his club’s training ground, and remains proud of his roots in the area," it said in a statement.
"The partnership announcement film that has been posted on adidasFootball channels in collaboration with Lamine celebrates his football journey and connection to the 304, Rocafonda’s area code," it added.
The exact terms of the deal have not been made public. But the video alone shows that this is a serious commitment to an exciting talent. And Yamal deserves it, too.
Advertisement(C)GettyImagesThe search for Messi's successor
There is a prevailing sense that the Blaugrana have been searching for a player like Yamal for some time. The idea of a 'new Messi' has long haunted the halls of La Masia, Barcelona's famed youth academy. At times, it seems like an obsession.
He comes from a long-line of supposed Messi successors – most of which have been unequivocal failures. Bojan, Messi's contemporary at the club, burned out fast – and later admitted that the comparisons to the world's best left a serious mark on his mental health. Giovani Dos Santos and Riqui Puig received much the same treatment – and never delivered on the promise.
The closest thus far has been Ansu Fati. He seemed an ideal replacement. Fifteen years younger than Messi, but a similarly exciting player, he was given the No.10 shirt when the Argentine reluctantly left for PSG in 2021. But that, too, proved to be too much for the teenager, who, four knee surgeries later, is struggling to make the grade at Brighton.
GettyYamal up to the task?
Yamal, it would seem, is the closest thing the Blaugrana have developed to a viable replacement.
The positional similarities are here: Yamal is a left-footed right winger. The skills are, too. Yamal can beat a player with his dribbling prowess and find the bottom corner with an angled shot.
He also has just enough swagger about his game to wow the Barcelona faithful without overplaying in key areas.
The stats – five goals and four assists in all competitions – don't jump off the page. But superstardom stretches beyond numbers. It's about the intangible qualities. Yamal has them.
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GettyA godsend for boring Barcelona
It's something that the current Barca squad is missing all over the pitch. A cursory glance at the starting XI shows a number of very talented and likeable footballers – but no global megastars. The word 'Galactico' is only used in a different major sporting city in Spain.
Still, players of that same stratospheric talent are hard to come by. The Blaugrana have always had at least one. Messi and Neymar were there at the same time. Before them were Ronaldinho, Ronaldo, Diego Maradona and Johan Cruyff.
This iteration of Barca – outside of burgeoning star Yamal – doesn't really have one. Robert Lewandowski will go down as a legend of the game. But his fame doesn't stretch beyond football; and he isn't one for massive ad campaigns, either. Pedri, Gavi and Frenkie de Jong are all midfield artists, but share the same issue.
Ronald Araujo, Marc-Andre ter Stegen, Jules Kounde and Ilkay Gundogan all have social media presences – almost all footballers do these days. Still, none of them are impactful enough to make waves beyond football fan communities. You'd struggle to find a kid on the streets of Catalonia aspiring to be a tidy French full-back.
It is ironic that this all comes just nine months removed from a season of immense success. Barca coasted their way to a first Spanish top flight title since 2019 last season, claiming La Liga by 10 points. But the manner in which they won didn't catch the eye. This was an excellent defensive team that only let in 20 goals all season. They scored 15 fewer than in the 2020-21 campaign, a season in which the Blaugrana finished third. Put more simply: this version of Barcelona is boring.