A question mark on the back: Lamine Yamal keeps the new jersey a mystery.

BarcelonaBarça's football kit for the 2025-2026 season combines legacy and innovation. Tradition with the future. A tribute to the blaugrana flags that fly through city streets and stadiums on match days and are already a local and global icon.

The shirt's collar reads "FC Barcelona," and on the back, just below the nape of the neck, two colorful details unite the Barça flag and the national team flag. The blue pants have a highlighted outline with horizontal lines on the edges and vertical lines on the legs. These garments—for men, women, and boys and girls—can be purchased starting July 2nd at the club's physical stores, as well as on the websites Fcbarcelona.com and Nike.com.

Lamine Yamal's number on the new jersey

Although it won't be official until July 13th, everything points to him inheriting Ansu Fati's number 10. That's why the promotional video shows the Barça star's shirt with the number ten but with a question mark over the number of units. Even so, dozens of Barça fans have already had this number stamped on the new shirt. So much so that Lamine Yamal's number 10 shirt and number 10 were the star products during the first morning of sales at the usual retailers. Barça is rubbing its hands with the impact the young Mataró talent will have now that he will wear the number reserved for the best players. The offices are confident that sales will climb to levels only seen with Leo Messi.

Coinciding with the presentation of the new kit, Barça activates We define tomorrow, a brand campaign that focuses on a natural, intimate, and emotionally relevant narrative. The action revolves around real conversations between first-team players, who reflect on the past, share concerns, and together project the club's future. "This one smells like the Champions League, bro," Pedri tells one of his teammates in the recording distributed by the club this Wednesday. Lamine Yamal, a prominent feature in the video, jokes about how old he'll be in five years and also recalls fond moments from last season, such as the 4-0 La Liga derby at the Bernabéu and the Super Cup victory in Saudi Arabia against Real Madrid (5-2).

At the brand level, this is an innovative proposal that introduces a new language to the Barça ecosystem. Filmed entirely on a mobile phone, the campaign seeks to capture the essence of the protagonists with an organic, unfiltered style aligned with the connection and consumption codes of younger audiences.

The 360° content combines emotion, proximity, and storytelling Strategic to strengthen the club's positioning as a global, contemporary brand with its own identity. Lamine Yamal, Pedri, Lewandowski, Aitana, Alexia, Salma, and many others participate in this collective conversation that highlights the unique nature of the teams and their ability to define tomorrow from the present.