Come & Live Greatness

On June 14, 2021, Hard Rock turned 50, and that doesn’t happen every day. To mark this monumental anniversary, we unveiled a new campaign built on the principles that have guided Hard Rock since the beginning, yet provides a fresh perspective and call out to our fans. As we look ahead, we aim to galvanize and inspire our guests around the world. We are asking them to unite, to inspire others, to embody values that define an icon. Join us in our call to LIVE GREATNESS.

50 Years of Hard Rock

5 decades of music, fun, good food and one of a kind memories shared by our staff and fans. 50 years is a great milestone. Discover the moments that have charted our path.


The greatest Team Ever

To make this campaign greater, we’ve teamed up with none other than Lionel Messi to kick off LIVE GREATNESS. On the soccer field and in every day life, Messi exemplifies our values and carries LIVE GREATNESS in his actions, every day.

Watch the spectacular TV spot



Messi X Hard Rock Collection

As a tribute to the original Hard Rock Cafe t-shirt, we have created a unique collection featuring Lionel Messi. Sport a Live Greatness hoodie. Relax in shirt inspired by Messi. Visit your local Rock Shop or shop online to order your collection items.

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