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Lionel Messi is the new face of Saudi menswear brand, Sayyar

The football icon can be seen sporting at those and shemagh in the brand’s latest advertisement.

Saudis are more accustomed to seeing Hollywood A-listers and sports superstars on their screens than on the streets of Riyadh. From actress Sofia Vergara to sporting icons such as Cristiano Ronaldo, the Kingdom has come a long way. Among these stars is Lionel Messi, the football legend, who has become the new the face of Sayyar, a men’s fashion brand based in the Kingdom.

Sayyar, known for its exquisite craftsmanship, proudly announced its collaboration with Messi through a video posted on social media. In the short clip, Messi can be seen dressed in traditional Saudi attire – a white thoub complemented by Sayyar’s shemagh. Feeling the fabric of the shemagh and ensuring the agal stays stable on his head, his nod to the quality adds to the authenticity of the collaboration. Plus, Sayyar’s partnership with Messi elevates the brand’s profile and also reinforces Saudi Arabia’s position as a hub of cultural exchange.

The Sayyar collaboration isn’t Messi’s first rendezvous with Saudi Arabia. Last year, he was announced as the Kingdom’s tourism ambassador and has been instrumental in showcasing Saudi Arabia’s diverse attractions to a global audience. Through a viral campaign, he broke stereotypes, inviting travellers to experience the richness of Saudi culture firsthand. His presence in various locations across the country further proved his commitment to showcasing the Kingdom in all its glory.

As international stars team up with Saudi brands like Sayyar, it’s evident that these partnerships forge lasting bonds that extend beyond borders. And with the likes of some of the biggest names in the world of entertainment, such as Jason Momoa, Kanye West, Karim Benzema, and countless others, one can only anticipate what — or rather who — is coming next.

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Shaheera Anwar - Staff Writer
From a beautiful childhood in Riyadh to a calm and collected life in Dubai. When she's not busy penning her latest masterpiece, you can catch Shaheera lounging with her family or binging on the latest movies. And as a millennial, she's got her sights set on TikTok - hoping to go viral someday (fingers crossed).

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