I led the Nike’s project for the new FCB jersey’s launch.  Together with a the team, we provided strategic insights from our local culture to help Nike  connect with the city of Barcelona and also with FCB’s values. 

We distilled insights on how the GenZ, Barcelona city and FCB interacted with each other.  We also created the strategic concept behind 2020 FCB jersey: “Talent is shapeless” taking the new jersey’s launch beyond football and connecting the brand with local talents in many different disciplines: photography, dance, science, art, music, etc.