Messi’s latest adidas outing … it’s a tenuous link, but we’ll forgive them because it looks good

The link here between the boots and the creative is beyond tenuous. “Light up the Pitch” and “the new speed of light” are a sort of creative ruse to get a good idea post-rationalised and financed it feels. But do you know what? We don’t really care because the film this leap of strategic doublethink has produced is really rather good …