Duracell introduces custom Lionel Messi battery line

Ahead of the World Cup, the global battery industry leader has activated its partnership with the Argentine icon.

The new product features the face of the Argentine national team captain on the packaging, alongside a design inspired by football socks. The line debuted via pre-sale across the United States at Lowe's stores, where Messi also serves as a brand ambassador.

In April of this year, Messi joined Duracell as an ambassador, headlining his first advertising campaign for the brand. Its competitor, Energizer, holds the official product licensing rights for the Argentine national team, allowing Messi's image to appear across both competing brands.

The commercial portfolio for the '10' continues to expand, maintaining active partnerships with Mastercard, Hard Rock, Beats by Dre, eFootball, Lego, Michelob Ultra, Lowe's, and Pepsico (Lay's), among others.