Keep Dreaming

adidas and the Argentine Football Association (AFA) unveiled Keep Dreaming, the official launch film for the Argentina National Team’s new jersey — a piece that blends emotion, identity, and national pride to mark the beginning of the road to the 2026 World Cup.
Creative production agency newcycle, a long-time adidas partner, conceived the concept, developed the creative idea, wrote the script, and produced the piece featuring Lionel Messi, Claudio “Chiqui” Tapia, and Bizarrap, in a story that merges mystique, present, and future.
Inspired by the unique bond between the team and its fans, the narrative draws a parallel between two national passions: truco (a beloved Argentine card game) and football. A casual match between players and Chiqui Tapia becomes a metaphor for Argentina’s collective spirit — the moment when a game ceases to be just a game and turns into an act of faith. The tension peaks with the iconic phrase “Quiero vale cuatro” — the ultimate bet — capturing a nation’s breathless anticipation as it awaits a single response, from one man. Then comes Messi, our ancho de espadas, calmly replying “Quiero” — a powerful nod inviting everyone to keep dreaming.
The campaign is anchored on a clear premise: to keep the emotional connection between the National Team and its people alive. Keep Dreaming weaves a narrative filled with warmth and wit, reviving the nostalgia of past World Cups while looking forward to the dreams yet to be fulfilled. The new jersey — inspired by the shades of blue worn in the championship years of ’78, ’86, and ’22 — becomes a symbol of continuity, memory, and hope, bridging generations through a shared dream.
With cinematic visuals and a tone that evokes the epic nature of Argentine football, newcycle transforms emotion into image — capturing the heartbeat of a nation that pulses to the rhythm of the ball. The film pays tribute to Argentine history and tradition while looking ahead to the future — to what’s still to be conquered.
“Together with adidas, we wanted to create a concept that truly reflects our national identity. That’s how Keep Dreaming was born: an invitation — tinged with nostalgia — to all Argentines, but also a subtle wink to the rest of the world. Truco came up naturally as a metaphor for who we are — a game where we risk everything, one we all play, with the best possible ending: the confirmation from the greatest of all, our ancho de espadas, that when it’s worth four… he’s in too.” Tomás Romano, Chief Creative Officer, newcycle
Premiering on adidas and AFA’s official channels, the video resonated deeply with fans, players, and the media, reaching millions of views and sparking a wave of emotion across social platforms.