Observed Signal · Jul 31, 2026 · Market Research Study · Source: onlinemarketing.de · Impact: 2/5 · Sentiment: Neutral
Messi Tops Stars Influencing Consumer Purchases
A JB.com analysis, highlighted by social-media expert Matt Navarra, ranks the 11 celebrities whose brand partnerships most influence purchasing decisions based on Instagram campaign reach and media coverage. Lionel Messi ranks first (Adidas CODECHAOS Messi golf shoe campaign), Cristiano Ronaldo second (Nike CR7/Mercurial campaigns) and Hailey Bieber third (Gap denim capsule and Mango ambassadorship). The ranking uses four weighted metrics — Instagram views of the most recent brand collaboration (30%), media mentions (30%), news coverage about the partnership (25%) and the number of active brand partnerships in 2026 (15%) — normalized into an influence score where Messi is the reference (100). The study considered Instagram only; other social platforms were excluded. The article includes a full table listing the eleven celebrities, their campaigns and underlying metrics.
A brand-level influencer ranking is useful for marketer budget allocation and creative planning but does not represent a platform policy, major product launch, or regulatory change.
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Key Takeaways & Evidence Grounding
- JB.com published an analysis ranking the 11 celebrities with the biggest shopping effect for brands.
- Matt Navarra shared the JB.com evaluation and published the full ranking in a publicly accessible table.
- Lionel Messi ranks first (Influence Score 100) with Adidas CODECHAOS Messi golf shoe campaign metrics: 62.9M media mentions, 33,800 news items, 25.3M Instagram views.
- Ranking methodology weights: Instagram views (30%), media mentions (30%), news coverage of the collaboration (25%), and number of active brand partnerships in 2026 (15%).
- The analysis considered Instagram metrics only; other social platforms were not included.
Connected Companies & Entities
9 Entities mapped“Messi's long-term cooperation with Adidas and the CODECHAOS Messi golf shoe campaign contributed to his top ranking....”
“Cristiano Ronaldo's partnerships with Nike, including the Mercurial Vapor CR7 collection, were major contributors to his second-place rankin...”
“Hailey Bieber's Gap x Hailey Denim Collection ("The Hailey Jean" denim capsule) was cited as a key campaign for her third-place ranking....”
“Zendaya is listed with a co-designed apparel & footwear line in collaboration with On....”
“Sydney Sweeney is listed with the American Eagle "Syd for Short" capsule campaign....”
“Sabrina Carpenter is associated with an Airbnb Coachella activation listed in the ranking....”
“Deepika Padukone is associated with Hilton's "It Matters Where You Stay" campaign in the ranking....”
“Rosé (BLACKPINK) is listed as a Levi's global ambassador in the table....”
“This article reporting the JB.com analysis was published on OnlineMarketing.de....”
Ontology Mapping & Concepts
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