Lowe’s new promo with soccer great includes social, rewards, inflatables
Lowe’s Companies Inc. is continuing its promotional relationship with pro soccer legend Lionel Messi.
Lowe's began partnering with Messi and his Major League Soccer team Inter Miami CF in spring 2024 with a campaign that included bonus points for members of the MyLowe's Rewards and MVPs Pros Rewards loyalty programs, Messi joining the “Lowe’s Home Team” community initiative, and integrated promotions with Inter Miami CF.
[READ MORE: Lowe’s teams with soccer great Lionel Messi in loyalty promotion]
Now, the home improvement giant is building on that partnership with “Epically More Messi,” a new campaign that centers on a limited edition 10-foot-high lighted outdoor inflatable in Messi’s likeness.
Lowe's will debut the larger-than-life Messi inflatables across key host cities between May 15-17, 2026. Each installation will allow customers to snap photos and scan a QR code to sign up for the MyLowe's Rewards or Mylowe's Pro Rewards loyalty programs.
Installations will appear at locations including:
- Atlanta – Piedmont Park.
- Dallas – Klyde Warren Park.
- Miami – Nu Stadium at Miami Freedom Park.
- New York – Seaport District.
Current Lowe’s loyalty members and those who sign up as new members will receive early access to purchase an inflatable when it becomes available on Monday, May 1 for $99 through a members-only access experience on a dedicated Lionel Messi page on the Lowe’s e-commerce site.
Lowe's will also have a limited quantity of Messi inflatables available in select stores across 11 cities beginning Wednesday, May 20. In addition, the retailer will present a social-first fan experience timed to coincide with the final match of the 2026 World Cup soccer championship in July 2026, featuring Messi as well as Italian soccer journalist Fabrizio Romano and ESPN sportscaster Katie Feeney.
Through the program, MyLowe's Rewards and MyLowe's Pro Rewards members will be able to engage with exclusive content and Messi giveaways. Lowe's is also bringing back father-son soccer broadcast duo, Andrés Cantor and Nico Cantor, as official campaign partners to help connectwith both English- and Spanish-speaking audiences throughout the tournament across broadcast, digital and social channels.
"Soccer fandom is rooted in passion, pride and showing up in an epic way," said Jen Wilson, Lowe's senior VP and chief marketing officer, Lowe’s. "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."
Based in Mooresville, N.C., Lowe's Companies Inc. operates more than 1,700 home improvement stores, 530 branches and 130 distribution centers.
