Rexona launches GOAT Font inspired by Lionel Messi’s movements

Rexona Argentina has launched the ‘GOAT Font’, a unique typography inspired by the real-world movements and playing trajectories of Lionel Messi during his international career with the Argentine national team.

Developed in collaboration with designer Pedro Destefano, the project utilized artificial intelligence and manual reconstruction to convert the player’s characteristic dribbles, sudden changes of direction, and sprints into functional typographic characters. Rather than using Messi’s signature, the font translates his physical identity on the pitch into graphic elements.

The brand has not officially disclosed which specific matches correspond to each letter, encouraging fans to identify the movements—such as potential references to the Qatar World Cup—through archival footage. The font is available for free download, allowing supporters to use the characters for personal creative projects and tributes.