“Over the past five decades, the Hard Rock brand has grown to become one of the world’s most recognizable and beloved brands, with a Cafe, Hotel or Casino located in 68 countries,” said Jim Allen. This collection joins the brand's iconic merchandising line, available in all its stores and online shop. In addition to the special 50th anniversary logo, the garments show some of the player's most characteristic symbols, such as the lion, the number 10 and his own logo. To this day, Hard Rock’s Classic T-shirt remains an integral part of the brand’s identity.Īs part of the new partnership, Hard Rock has also unveiled a new collection of merchandise inspired by its new ambassador. Eventually the restaurant had to set up a separate concession stand to handle T-shirt sales. The extra shirts were returned to the cafe and then given away to loyal customers. The team T-shirt featured the simple Hard Rock logo. The partnership harkens back to Hard Rock’s roots, as the brand’s world-famous t-shirts came to fruition when the original London Cafe sponsored a local football (soccer) team in the early 1970s. The brand is kicking off its anniversary celebrations by unveiling a new partnership with footballer Lionel Messi, who will serve as brand ambassador for the next five years, as first athlete to partner with Hard Rock. HOLLYWOOD, Fla., J– Since opening the doors of the first Hard Rock Cafe in London in 1971, Hard Rock International has established itself as one of the most globally recognized companies in the world.

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