Madridism or aesthetics? The keys to the fever for the white shirt of the Spanish national team

Barcelona"It's the most coveted jersey of the World Cup, without a doubt," states Karolina, an employee at the Adidas Store on Passeig de Gràcia. As we discuss the phenomenon behind this World Cup's most viral jersey, five people approach the shelf where the last few sizes of the Spanish national team's second kit are hanging, almost simultaneously. Only a few large and extra-large sizes are left. "At first, only tourists were buying it, but as the tournament has progressed, many national buyers have also come. People associate it with a team that is winning," she explains. She adds that almost everyone is looking for the same jersey numbers: "Lamine Yamal, Pedri, and Cucurella."

Fernando Morato, from Futbolmanía, one of the reference stores for football lovers, sums it up with a clear idea: "It goes beyond football; it's fashion." As he explains, this second kit, off-white with some red detail and a vintage background, breaks with traditional design and seeks "to move out of the football niche to reach the general public and become another everyday clothing item.

"

On the other side of Plaça de Catalunya, six street vendors are displaying a wide variety of t-shirts, among which the famous Spanish white kit stands out. Tourists, locals, and collectors approach them to ask about the latest available sizes, next to the new Barça t-shirt or the Canarinha one, a classic of both the World Cups and the outfits that fill the streets of Barcelona.

More than a football jersey

Pol, from Vilafranca del Penedès, admits that this is the first time he has bought a Spanish national team jersey. "It's not for fashion," he assures, making it clear that his decision is mainly due to the team's play after having watched "all the matches." "It's a team that is playing spectacularly," he says. He's looking for Lamine Yamal's jersey for himself and his partner, but this time he hasn't had any luck.

"There are no sizes, neither here nor in the official store. It's crazy," explains Pol, who lives in Barcelona. As we talk, several bills change hands and jerseys disappear into backpacks. In just one minute, six sales are made: one every ten seconds.

The official version already costs 100 euros, but the price seems to have stopped being the main deciding factor. This year's design has captivated many fans, even some who had never considered buying a national team jersey. This is the case for this Barcelona resident, a declared Culer, who is also debuting with a Spain kit. "It looks much better to wear than the first one, the red one, which is very ugly," he says with a laugh. Accustomed to incorporating Barça jerseys into his looks on a daily basis, he believes this one will also become part of his rotation after the boom it has had on social media.

For Jaume Gil Lafuente, an expert in sports marketing and professor at the Faculty of Economics at the University of Barcelona, this success is no accident. "The idea was for it not to be just for football fans, but a jersey that people could wear on the street," he explains. According to him, Adidas has managed to "capture two types of customers": more veteran fans, thanks to a vintage aesthetic that evokes nostalgia, and Generation Z, by turning the jersey into another urban fashion item.

On social media, some fans have linked the white color of the kit to the Real Madrid imagery. On the street, however, this interpretation hardly appears. Buyers agree on other reasons: the team's good sporting moment, a design that "catches the eye," and the fact that, due to its color, it is easier to incorporate into everyday looks than the traditional red jersey. Gil Lafuente adds another factor: off-white is a "much more neutral" color than red, making it easier for the jersey to stop being perceived as exclusively a sports item.

Beyond sporting results, the phenomenon also reflects an increasingly visible trend: football jerseys are no longer just for stadiums but have become a common element of urban fashion. Morato assures that the jersey creates a buzz because it "catches the eye." "Word of mouth spreads and it ends up exploding once the group stage is over," he explains.

Gil Lafuente believes, however, that scarcity is also part of the commercial strategy. "They have reduced stock so that the customer wants it even more," he states. The expert compares this tactic to the "Ferrari effect": making the product an exclusive good to further increase the desire to obtain it.

Imitation also runs out

In the same vein, Nadir, from Barcelona, expresses himself. Although for years he has bought imitation team shirts, he admits that this second kit generates special anticipation. "It's a universal design, which goes with everything," he says. He is looking for Cubarsí's shirt and, when asked about Sunday's final prediction, he is emphatic: "Clear victory, 2-0". Xènia shares the same result, although, in her case, the search is more driven by enthusiasm for the team than by fashion. "I truly believe they will win the World Cup," she states. It is also the first time she has bought a Spain shirt.

Except for Pol, everyone agrees on the same reasons for resorting to imitations: the price and, above all, availability. "They are very expensive," laments Xènia, who wants to arrive equipped for the big event on Sunday. She doesn't care about the number, as long as it's the white shirt. The demand is also noticeable in specialized stores. "We have detected a very significant increase in customers who, in addition to buying it, want it personalized with a name and number," explains Morato. Meanwhile, at the Adidas Store on Passeig de Gràcia, the last sizes continue to disappear from the shelves. With the final so close, finding the white World Cup shirt has become almost a race against time.