Argentinian footballer Leo Messi, currently playing for Inter Miami in the American MLS, has become the face of an important traditional luxury clothing brand from Saudi Arabia, a country of which he has been a tourism ambassador for several years.

The clothing brand Sayyar posted on its social media channels a photo shoot of Messi dressed in traditional Saudi attire, in which he poses wearing a white tunic and the characteristic "shemagh," the red and white patterned scarf used to cover the head in many Gulf countries.

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With the slogan "Luxury, elegance, all the time," Messi presented the new line of this brand, which on its X account urged potential customers to "wear the shemagh just like the GOAT (Greatest Of All Time)," as the former FC Barcelona player is known.

Prices to acquire a shemagh range around 300 Saudi riyals (about 80 dollars at the current exchange rate), while the brand offers other accessories and even exclusive fragrances for men, according to Sayyar's website.

Since mid-2022, Messi has been the tourism ambassador of Saudi Arabia, a country that in recent years has invested billions of dollars to modernize and attract major sporting events worldwide, as well as iconic footballers like Cristiano Ronaldo or Karim Benzema.

The partnership between the Argentine and the Arab kingdom has generated multiple criticisms from football fans, as well as human rights organizations, who denounce that Saudi Arabia is attempting to improve its image through these sponsorships.