The Launch of the Messi SS25 range provided an opportunity to build equity in a different kind of Leo. In a new stage of his career, we wanted to embrace a more engaging, human side of the GOAT while retaining the otherworldly edge of his on-field brilliance. Positioning him in a way that’s unexpected and attention-grabbing. Celebrating his power and presence by evoking a deep sense of ease and contentment that underscores everything Leo does. Even garden alligators don't ruffle his feathers. Photography by Micaiah Carter.