Messi Fragrance Makes Its Move on the Mass Market

Messi Fragrance is going masstige.

The men’s fragrance brand — founded by Lionel Messi — has officially partnered with Walmart to launch a trio of body sprays and eau de toilettes in Red, Black and Silver scent profiles.

Named Messi Sport, the full collection is available online and in 1,900 doors nationwide, all priced under $40.

Red is a blend of citrus and aromatic herbal, with notes of patchouli, cedarwood and white musk. Black combines vetiver, cedarwood, tonka bean and vanilla. Silver is described as a “clean and timeless staple,” comprised of anise, leather and guaiac wood.

According to the brand, the body sprays are larger than the average size on the market. Each spray canister holds 6.7 ounces, while the eau de toilette is packaged in a 1.7-oz. bottle.

The move into the mass category comes as interest in men’s grooming rises at a rapid clip. In November, Scentbird, the monthly fragrance subscription platform, reported that its men’s subscriber base grew 33 percent year-over-year, totaling 320,000. The top 10 brands on the platform ranged from Versace Eros to Michael Germain Sexual Oud Rouge Pour Homme.

Messi debuted his namesake fragrance at Cosmoprof North America in January 2024, with licensee Game On Product Group as its global distributor. Before the new body sprays and eau de toilettes, the product suite consisted of the original Eau De Parfum, the Platinum Eau De Parfum Spray and four-piece gift sets in both scents, all available for purchase at JCPenney.

Messi himself has had quite a month. With two assists, the Argentine athlete helped Inter Miami win its first MLS Cup on Dec. 6 against the Vancouver Whitecaps FC, securing the team’s biggest trophy to date.

WWD has reached out to Messi Fragrance for a comment on what’s to come in 2026.