What was meant to be a proud unveiling has turned into a global laughingstock. The Argentine Football Association (AFA) was left red-faced after Lionel Messi, the nation’s greatest football icon, publicly mocked Argentina’s brand-new national team kit — calling it “HILARIES” (his playful mix of hilarious and hideous). The seven-time Ballon d’Or winner’s reaction has instantly gone viral, sparking outrage, memes, and full-blown embarrassment for the federation.
It all started during a private preview event in Buenos Aires, where Messi and several teammates were invited to see the upcoming Argentina 2025 kit for the first time. According to insiders, when the curtain lifted, revealing the “modernized sky blue” design, Messi couldn’t help but burst out laughing. One witness claimed the captain looked stunned for a few seconds before muttering, “This is… hilaries.”
The word — a blend of hilarious and ugly — spread like wildfire across social media within minutes. Fans immediately picked it up, turning #HILARIES into a trending hashtag on X (formerly Twitter). Memes flooded the internet, comparing the new Argentina jersey to everything from hospital gowns to cheap pajama sets sold in Buenos Aires street markets.
One fan wrote:
“We went from world champions to world clowns in one shirt drop. Whoever designed this needs to apologize to the nation!”
Another added:
“Messi’s face said it all. You can’t fool a GOAT.”
The new kit, designed by Adidas, was supposed to represent a “fresh evolution” of Argentina’s football identity — lighter tones, thinner stripes, and a controversial abstract pattern inspired by “the winds of the Pampas.” Instead, fans say it looks like something straight out of a kid’s cartoon. Even rival fans couldn’t resist joining in on the mockery.
Social media users from Brazil and Chile sarcastically congratulated Argentina on the “bold fashion choice,” while one English account joked:
“Looks like Messi’s going from winning World Cups to modeling sleepwear.”
But behind the laughter, there’s serious tension brewing within the AFA. Reports suggest that top officials are furious with Adidas for rushing the kit’s release without consulting senior players, including Messi himself. Sources close to the federation revealed that the captain’s reaction “completely derailed” what was supposed to be a polished marketing rollout.
“Messi wasn’t being cruel — he was being honest,” said one insider. “He’s proud to wear Argentina’s colors, but he couldn’t believe what he saw. The design doesn’t represent the spirit of the team.”
Meanwhile, Adidas has reportedly gone into damage-control mode, holding emergency meetings with AFA executives and discussing potential last-minute design tweaks before the kit hits stores. Some fans are even demanding a full redesign, calling the jersey “unfit for world champions.”
In the midst of the chaos, Messi himself has stayed relatively quiet — but his single word, “HILARIES,” has done more damage than a thousand statements. The moment perfectly captured what millions of fans are thinking: that Argentina’s new look is a total misfire.
Even local fashion experts chimed in. Renowned Argentine designer Lucía Frattini told Clarín:
“It’s too experimental, too messy. Argentina’s jersey is sacred — you don’t play around with it like this. I can see why Messi laughed.”
As of now, the AFA has not issued an official response, but insiders confirm there are heated internal discussions about postponing the official launch. What was intended to be a proud celebration of Argentina’s continued dominance in world football has now turned into an international meme fest.
Once again, Messi didn’t need to write a long statement or hold a press conference — just one offhand comment, one word, and the entire internet exploded.
Because when the GOAT speaks — even if it’s just to say “HILARIES” — the whole world listens.
And this time, it’s Adidas and the AFA who are feeling the burn.
