The marketing nuance in Messi's new Hard Rock Cafe collab
The hotel/restaurant chain released a customized '10' jersey for the Argentine star with clever tournament references
Capitalizing on FIFA Club World Cup hype, the launch features indirect tournament nods since Hard Rock isn't an official sponsor
The "Club Edition" shirt (echoing "Club World Cup") presentation video shows Messi with the official match ball - minus Adidas/FIFA branding. Promotional text references "the tournament starting June 14"
Messi became Hard Rock's first footballer ambassador in 2021, maintaining this global partnership since
