How MAS+ by Messi Is Shaping the Athlete-Founded Wellness Market

Lionel Messi’s MAS+ is more than just another celebrity brand. It reflects a growing shift in the wellness category led by pro athletes. Launched in 2024, MAS+ focuses on performance, recovery, and balance. 

These are three pillars that resonate with both elite athletes and everyday consumers who want to feel better and live healthier. Backed by Messi’s global influence, the brand has quickly gained attention. What sets MAS+ apart is its effort to build credibility beyond name recognition.

Unlike traditional celebrity launches, MAS+ positions itself as a long-term player. Its clean design, high-end product positioning, and focus on holistic health put it closer to performance wellness brands rather than typical influencer lines. This aligns with a broader market trend where more athletes are stepping into the founder role and using their platforms to build business ecosystems with staying power.

Key Takeaways

• MAS+ by Messi shows early traction with a Charm Success Score of 78.31 and estimated revenue between $10M and $25M in its first year.
• Instagram growth spiked 25% from June 2024 to June 2025, driven by stronger brand marketing and growing global awareness.
• The audience is young and male-heavy, with top engagement from Argentina and the U.S., indicating strong regional brand pull.
• Charm analytics reveals which celebrity brands are building long-term growth compared to those relying only on short-term fame-driven momentum.

MAS+ by Messi: Growth, Success, and Social Reach

Since its 2024 launch, MAS+ by Messi has carved out a strong early position in the athlete-led wellness space. Backed by Charm analytics, the brand holds a Charm Success Score of 78.31 and a Charm Growth Score of 65.41. These figures signal a balanced trajectory, showing both high market presence today and strong potential for long-term scalability.

Social traction plays a key part in MAS+’s early momentum. Between June 2024 and June 2025, the brand's Instagram following grew from 366K to 456K, a gain of 90K in just one year. While Facebook (22K) and TikTok (15K) followings remain modest, Instagram continues to be the brand’s strongest engagement channel.

Revenue estimates fall between $10 million and $25 million, which is notable for a brand in its first full year. These early indicators suggest that MAS+ is more than a celebrity passion project. Instead, it appears to be a brand with market potential backed by meaningful consumer interest.

This kind of growth is especially important for retailers and investors watching the wellness category. Athlete-founded ventures like MAS+ can attract loyal audiences. However, Charm’s data provides clarity on which of these brands are also translating attention into actual sales and long-term sustainability.

MAS+ by Messi: Instagram Growth and Audience Demographics

MAS+ by Messi has shown clear momentum on Instagram, with follower growth accelerating in early 2025. From June 2024 to June 2025, the brand added 90K new followers, increasing from 366K to 456K. The growth curve remained flat through late 2024. However, it began to spike sharply in December and continued climbing through Q2 2025. This likely reflects stronger marketing efforts, product rollouts, or increased influencer exposure during this time.

When examining who is engaging with the brand, the largest age group is 25–34 (41.61%), followed by 18–24 (32.87%). This age mix is consistent with consumer profiles in the wellness and performance supplement space, including young professionals, athletes, and health-conscious shoppers looking for daily optimization tools.

The gender split leans male, with a significant portion of followers coming from regions where Messi already has a strong fan base. Argentina leads with 30.5% of the total audience, followed by the U.S. at 19.2%, and smaller but notable traction in Mexico, Colombia, and Venezuela. At the city level, Buenos Aires ranks highest, while U.S. metros like Miami and New York City also appear in the top five.

This regional and demographic breakdown suggests that MAS+ is still in the early stages of global expansion. However, it already holds strong brand awareness in Messi’s most engaged markets. For retailers and ecommerce operators, this kind of data signals where demand is already present and where targeted campaigns could unlock further growth.

What Charm Data Tells Us About MAS+ by Messi

The early performance of MAS+ by Messi suggests that it holds strong promise within the athlete-led wellness market. The brand appears to be gaining attention not just because of Messi’s global fame, but also due to growing consumer interest in wellness-focused products. Engagement across social platforms and concentrated interest in certain regions reflect where MAS+ is already resonating and where additional growth may be possible.

Charm’s dataset tracks more than 5 million DTC brands, using AI-powered metrics to deliver accurate insights across every major product category. From TikTok Shop performance to brand-level analytics, it helps retailers, agencies, 3PLs, and investors make confident, data-backed decisions.

The success of SKIMS proves that staying relevant in the celebrity brand space requires more than fame. It also demands sustained growth strategies, category expansion, and a deep understanding of customer behavior.

To see how MAS+ compares to other top celebrity brands and to explore success scores, growth rankings, and ecommerce performance, download the full report.