Soccer superstar Messi is bigger than ever thanks Lowe's 10-foot inflatable statue

"Lowe's is running a series of activations for the world's biggest soccer moment, all of which center on its limited-edition, $99 Messi inflatable, made in collaboration with Messi himself. The inflatable, which will start to pop up in a 20-foot version around several U.S. host cities in mid-May, will be available online to Lowe's rewards members starting on May 18, followed by a limited release in select stores on May 20."

"According to Jen Wilson, Lowe's chief marketing officer, the company is planning to release only about 5,200 inflatable Messis-and it expects them all to sell out. The reason for Wilson's confidence is twofold: First, she says, while plenty of brands will be planning their own activations for the World Cup, not many others could even attempt a product in this niche. And, second, the move is backed up by company data that yard decor-especially personalized decor-is becoming more popular among consumers, even outside of the typical holiday windows."

"Over the past few years, I've been noticing a trend in my Chicago neighborhood. Outside the typical festive months of October through January, I'm seeing more and more holiday decorations left out in people's yards and stylized for each new season. Oftentimes, that takes the form of a giant skeleton dressed up in a personalized outfit or performing some kind of goofy stunt."

"There's a very real subculture to back this up, and it all stems from a giant Home Depot decoration. In 2020, Home Depot released a 12-foot-tall skeleton decoration that almost instantly went"

Lowe's is launching World Cup-themed yard decor centered on a limited-edition Lionel Messi inflatable. The product is a 10-foot-tall inflatable made in collaboration with Messi, priced at $99. A 20-foot version will appear in mid-May around several U.S. host cities. Lowe's rewards members can buy the inflatable online starting May 18, with a limited release in select stores on May 20. Lowe's plans to produce about 5,200 inflatables and expects them to sell out. The strategy is supported by data showing growing consumer interest in yard decor, including personalized designs beyond traditional holiday periods, linked to earlier viral yard decoration trends.

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