The world of blockchain and real-world asset (RWA) tokenization has taken a dramatic turn as global football icon Lionel Messi announces his latest venture — a collaboration with Join The Planet, an environmental nonprofit driving sustainability through decentralized technology. This strategic move has sent ripples across the crypto markets, particularly affecting the native PLANET token, which has seen a surge in trading activity and pronounced price volatility in recent days.
As anticipation builds for the official launch of the RWA project on March 1, 2025, investors and traders are closely watching the market response, with many positioning themselves ahead of the presale. The buzz around this initiative underscores the growing convergence between celebrity influence, environmental advocacy, and blockchain innovation.
PLANET Token Experiences Sharp Volatility
In the wake of Messi’s announcement, the PLANET token entered a period of heightened volatility. According to data from CoinCodex, volatility reached 6.82% on February 21, well within the high-volatility threshold defined as 5%–10%. This reflects increased market uncertainty and speculative trading behavior — typical during major project milestones or celebrity-backed launches.
On February 19, PLANET’s price peaked at $0.00011**, supported by over **$23.5 million in 24-hour trading volume. At the time of writing, the token is trading at $0.00009, showing significant intraweek fluctuations but maintaining a 17.9% gain over the past seven days. These movements highlight strong investor interest and the potential for further momentum as the March 1 launch date approaches.
What Is Real-World Asset (RWA) Tokenization?
Real-world asset (RWA) tokenization refers to the process of converting ownership rights of tangible or traditional financial assets — such as real estate, commodities, art, or even carbon credits — into digital tokens on a blockchain. These tokens can then be traded, fractionalized, and managed transparently using smart contracts.
While Join The Planet has not yet disclosed the specific assets to be tokenized in partnership with Messi, the initiative aligns with broader trends in sustainable finance and decentralized environmental governance. By leveraging blockchain, the project aims to bring greater accessibility, transparency, and liquidity to impact-driven investments.
The RWA sector has gained significant traction in 2025, with institutional players and DeFi protocols increasingly integrating tokenized bonds, green energy projects, and conservation funding mechanisms into their ecosystems.
A Long-Term Vision: Sustainability Meets Web3
The partnership between Lionel Messi and Join The Planet was first announced in July 2023, when a promotional video featured the football legend advocating for environmental sustainability and pollution reduction using blockchain solutions. Now, over a year later, that vision is materializing into a tangible financial product.
The project draws inspiration from Amazon’s Flywheel business model — a self-reinforcing cycle where low-cost offerings attract more users, which in turn increases ecosystem value and drives further growth. In this case, Join The Planet plans to use revenue from RWA collections to fund decentralized autonomous organizations (DAOs) focused on addressing social and environmental challenges aligned with the United Nations Sustainable Development Goals (SDGs).
"Our target is an ambitious $100 million in annual revenue," states the project’s official page — a goal that reflects confidence in both market demand and the scalability of its impact model.
This integration of profit with purpose positions PLANET not just as a speculative asset, but as a potential vehicle for measurable ecological and societal change.
Messi’s Growing Footprint in Web3
Lionel Messi is no stranger to the crypto space. In 2022, he partnered with cryptocurrency exchange Bitget, becoming their official brand ambassador — a move that significantly boosted visibility for both parties. His latest collaboration marks a shift from general exchange promotion to direct involvement in a mission-driven blockchain project.
This evolution suggests a maturing trend among celebrities entering Web3: moving beyond mere endorsements toward meaningful participation in projects that align with personal values — in Messi’s case, environmental stewardship.
👉 See how top athletes are shaping the future of digital finance through blockchain innovation.
Frequently Asked Questions (FAQ)
Q: What is the PLANET token?
A: The PLANET token is the native cryptocurrency of the Join The Planet ecosystem, designed to support environmental sustainability initiatives through blockchain technology and real-world asset tokenization.
Q: When will Messi’s RWA project launch?
A: The tokenized real-world asset project is set to debut on March 1, 2025, with an exclusive presale expected to precede the public release.
Q: What kind of assets will be tokenized?
A: While specific details have not been disclosed, the project will focus on sustainable and socially impactful assets aligned with UN SDGs — potentially including carbon credits, renewable energy projects, or conservation funding.
Q: Why has PLANET’s price been so volatile?
A: Price swings are common in small-cap tokens ahead of major announcements. The combination of Messi’s global influence and the upcoming RWA launch has triggered speculative trading, increasing volatility.
Q: How does Join The Planet plan to generate revenue?
A: Through RWA collections and ecosystem growth modeled after Amazon’s Flywheel effect, with proceeds funding DAOs that tackle environmental and social challenges.
Q: Can I buy PLANET tokens now?
A: Yes, PLANET is currently available on select crypto exchanges. However, investors should conduct thorough research and consider market risks before investing.
Final Thoughts: A New Era of Impact Investing?
The convergence of sports icons, environmental causes, and blockchain technology represents a powerful narrative shaping the future of finance. Lionel Messi’s partnership with Join The Planet may well serve as a blueprint for how high-profile figures can leverage their influence to drive tangible change — not just awareness — through decentralized systems.
As RWA adoption accelerates in 2025, projects like PLANET could bridge the gap between traditional finance and digital innovation, offering investors both financial returns and measurable social impact. Whether this momentum translates into long-term success will depend on execution, transparency, and sustained community engagement.
For now, all eyes are on March 1 — when the world finds out what Messi’s first tokenized real-world asset truly looks like.
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