Lionel Messi Names 10 Rising Football Talents for Adidas’ Third “Messi +10” Season
Adidas has unveiled the third season of its “Messi +10” football campaign, with Lionel Messi selecting a new group of young players tipped to shape the sport’s future. The latest edition brings together seven male and three female prospects from clubs and countries around the world, highlighting the growing international reach of the next generation of football talent.
The campaign was announced on Sunday through the Adidas Football account on X. “A legacy to build on. The next chapter starts here. Meet the rising stars of Messi +10, season three,” the brand wrote, introducing the players chosen by the Argentina captain.
Rather than presenting a conventional ranking or making a definitive prediction about who will become a global superstar, “Messi +10” focuses on promising young footballers and the challenges they face as their careers develop. The campaign builds on Messi’s experience at the highest level, offering a platform for emerging players to share in the attention surrounding one of the game’s most celebrated figures.
Max Dowman Headlines a Globally Diverse Line-Up
Among the men selected is Arsenal prospect Max Dowman, a 16-year-old English talent already attracting attention for his potential. His inclusion places one of the Premier League’s most closely watched young players alongside prospects from Argentina, Mexico, Turkey, Spain, the Netherlands and the United States.
Argentina is represented by Tomas Aranda, who plays for Boca Juniors. His selection gives the campaign a connection to Messi’s home country and to one of South America’s most prominent football institutions. Mexican midfielder Gilberto Mora, of Tijuana, is also included. Mora has reportedly drawn interest from major European clubs, with Barcelona and Real Madrid among the teams linked to him in media coverage.
The international group also features Can Uzun of Eintracht Frankfurt, Xavier Guzo of Crystal Palace, Jesus Rodriguez of Como and Kees Smit of AZ Alkmaar. Their presence reflects the varied pathways available to young footballers today, from established European academies to clubs developing talent in leagues across the Americas.
The 10 players named for season three
Tomas Aranda — Argentina, Boca Juniors
Can Uzun — Turkey, Eintracht Frankfurt
Gilberto Mora — Mexico, Tijuana
Max Dowman — England, Arsenal
Xavier Guzo — United States, Crystal Palace
Jesus Rodriguez — Spain, Como
Kees Smit — Netherlands, AZ Alkmaar
Chloe Sarroy — England, Chelsea
Giovanna Waksman — Brazil, Olympique Lyonnais
Lotta Friede — Germany, Hamburg
Women’s Football Takes a Prominent Place
Three women feature in the new selection: England’s Chloe Sarroy, who is associated with Chelsea; Brazilian prospect Giovanna Waksman of Olympique Lyonnais; and Germany’s Lotta Friede, who plays for Hamburg. Their inclusion gives the campaign a broader view of the game and brings young women’s footballers into a global conversation often dominated by the men’s game.
That representation matters as women’s football continues to attract larger audiences, increased investment and greater visibility. A campaign backed by a major sportswear brand can help introduce emerging players to fans who may not yet follow their clubs or competitions closely. It also underlines that the future of football is being shaped across both the men’s and women’s game.
How “Messi +10” Has Developed
The project began in January 2025, when Messi shared advice with 10 rising players about handling pressure. Barcelona’s Lamine Yamal was among the young talents involved. The focus on pressure is especially relevant for teenagers entering elite football, where public attention and expectations can grow rapidly after a breakthrough performance.
Season two followed in October 2025, featuring players including Nico Paz, Rio Ngumoha and Andrey Santos. The latest group continues the campaign’s emphasis on youth, while widening the range of clubs and countries represented. Across its seasons, “Messi +10” has used Messi’s perspective to connect established excellence with the ambitions of football’s next generation.
A Spotlight, Not a Guarantee of Future Success
Being named in the campaign is a significant moment for the selected players, but it should not be treated as a forecast of guaranteed success. The development of a young footballer depends on many factors, including playing opportunities, coaching, fitness, confidence and the ability to adapt to the demands of senior competition. A promising reputation can open doors, but sustained progress on the pitch is what ultimately defines a career.
That distinction makes the campaign’s central idea particularly timely. Young players are often judged through early highlights, transfer speculation and social-media attention before they have had time to mature. By placing the spotlight on potential rather than presenting a fixed ranking, Adidas can invite fans to follow these prospects as their stories unfold.
For supporters, the third season offers a fresh list of names to watch across club football. Dowman’s development at Arsenal, Mora’s progress at Tijuana and the journeys of the selected women will each be shaped by different leagues, coaching environments and opportunities. Whether any becomes a household name remains an open question—but the campaign has already encouraged a wider audience to pay attention to the next chapter of football talent.
