The ubiquity of Lionel Messi jerseys around the world is unparalleled.
It is like seeing the blue sky, drinking water, or going to sleep each night. A completely normal, expected, ever-present part of everyday life.
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But where on an average day you might spot a few on a trip to the grocery store, or on the racks of your local op shop, seeing around 70,000 of them in the company of its namesake at a World Cup is anything but average.
And for those here in Dallas, witnessing the master craftsman produce his latest, greatest work, it is the type of experience that is spiritual, accompanied by an extreme flood of emotions that are irrational, unconfinable and sometimes undefinable.
Messi has made a career of conjuring magic, breaking barriers and making statements.
His latest, a record-breaking 17th then 18th World Cup goal in a 2-0 win over Austria, may not last long, but the memory of it will remain in perpetuity.
Lionel Messi applauds fans after his record breaking efforts in Argentina’s 2-0 win over Austria. (Getty Images: Maja Hitij)
Messi conquers all
With all due respect to Austria, everyone, except their few thousand loyal fans here, wanted to see one thing.
After all, they paid way too much to be here, many not even Argentines but all intoxicated by Messi mania.
Throughout much of the match, he barely went above a light jog, rarely entering his own team’s final third, content to observe, letting his exceptionally talented teammates do most of the heavy lifting.
But it is not laziness; yes, in part, a recognition of his nearly 39 years, but a one-of-a-kind ability to read the game, like almost no one else has in the history of the men’s game.
His first chance to do what everyone here wanted, no, expected, failed in quite un-Messi-like fashion. A missed penalty.
He was frustrated, disappointed, a pedestrian miss delaying the inevitable.
The crowd was in disbelief but would not turn on their Messiah yet. Instead, the chanting of his name reached new levels, desperation to will him into producing something spectacular in open play instead.
After that miss, Austria started to get a foothold and the momentum swung in their favour. They were well-organised, nonplussed, and forced La Albiceleste into making errors.
Messi sensed the shift and began to inject himself into the game more, actively searching for the ball, knowing these were the moments he was made for.
There were a couple of moments where he made some penetrating runs into the box, and produced some delightful passes, but nothing quite with that imperious final touch.
Messi celebrates his 17th World Cup goal. (Getty Images: Charlotte Wilson)
Then the goal came.
The 38th-minute sumptuous strike caressed off his left foot, like so many of his goals, and the ecstasy was unleashed.
From the man himself, his teammates, the Argentines in the stands, and those who just came along for the ride.
The record may well be broken by others, even in this tournament, but on this scorching hot afternoon in Dallas it does not matter.
They came to see one of the all-time greats, they saw him make history, and he conquered.
Messi pumped his fist after finally getting his slice of history and watched the replay on the big screen too. Clearly smarting after the penalty miss, he wanted to enjoy this moment.
Breathless finish to a masterful performance
In the second half Messi couldn’t stop, wouldn’t stop. He did not command possession but when he had it, it was with trademark control and calculation.
Austria never relented, a determined effort from a side that perhaps deserved something more form this match instead of being banished to the shadows of one man’s spotlight.
But he deservedly stole it all, the final blow delivered in stoppage time.
It happened in slow motion. His run to the box showed his weary legs. He was never going to outsprint the Austrian defenders.
But he does not need pace.
Even if he does not have the same number of kilometres in the legs, or ability to track back, he was what matters most: killer instinct, glorious wizardry with the ball at his feet, and delivering (almost) every time.
As the ball pinged around he picked it up once again, and where no-one else likely could, he found a gap, to finish a breathless, momentum afternoon.
As much of the world rejoices in this moment, a friendly reminder.
Twenty-seven-year-old France superstar Kylian Mbappé is only four goals behind, in just his third World Cup. He could realistically break the record for himself by the end of this tournament.
But until then, many more Messi jerseys will be flying off the shelves.
