DUBAI: Argentine football legend Lionel Messi has taken on a new role as the ambassador for Saudi Arabia luxury clothing brand, Sayyar.

In a campaign showcased on the brand’s Instagram page recently, Messi, who plays for Inter Miami, was captured sporting the complete traditional attire — a crisp white thobe and red-and-white scarf.

The campaign video features Messi posing for the camera and adjusting the headdress. The clip ends with him holding an orange box with the brand’s name.

In January, the Saudi Tourism Authority launched a global marketing campaign as part of its “Saudi, Welcome To Arabia” brand, with Messi as the ambassador.

Launched across key target markets in Europe, India and China, the “Go Beyond What You Think” campaign was, according to the press release, “anchored on consumer insights, which revealed there are still common misconceptions about the destination.” It invited audiences to “experience the incredible and vibrant cultural transformation taking place across Saudi.”

In May last year, Messi visited At-Turaif, the 300-year-old UNESCO World Heritage Site in Diriyah, during his trip to Saudi Arabia with his family.

He went on a guided tour in Diriyah and enjoyed a dining experience at Al-Bujairi Terrace.

Messi and his family later visited VIA Riyadh and Boulevard Riyadh City, two of the city’s ultra-modern entertainment and retail districts. They also went to the Arabian Horse Museum and interacted with purebred Arabian horses. Messi later posed for pictures holding a white falcon on his arm.