To celebrate Lionel Messi's visit to New York City adidas is lighting up the names of thousands of passionate soccer fans on a massive, moving projection of the soccer superstar displayed across the exterior of a prominent Midtown Manhattan skyscraper near Madison Square Garden. Fans who joined the conversation on the adidas Soccer Facebook page and shared what "light" gets them on the field will see their name light up within the projected moving image of the world's greatest soccer player the night before he takes the field for Argentina's match against Brazil. Six projections were used to display the 8,600 square foot image of Messi in action with the lightest soccer cleats in the world—the adizero f50.