The agency will lead monthly content strategy and creative development for Barça Store, producing shoots with men’s and women’s team players in stores, at Camp Nou and on the streets.
Barça Store is FC Barcelona’s official retail destination, bringing the club’s kits, clothing and accessories to fans across generations. It is where the famous blue and garnet colours become part of supporters’ everyday lives. From a shirt worn on matchday to an outfit seen on the streets, its products give fans a way to express their connection to Barça and share a sense of belonging that extends far beyond the stadium.
Karmina becomes the new agency for the Barça Store to contribute to telling that universe with a renewed perspective. The assignment includes the monthly strategy and creativity, as well as the production of content that conveys the brand's personality to the audience. social media. A collaboration that combines planning, ideas, and production capabilities to continue the story of the store and connect it with the lives of fans.
The appointment forms part of the renewed strategic drive led by Barça Licensing & Merchandising (BLM), the FC Barcelona subsidiary responsible for retail, licensing and merchandising. BLM develops the commercial world around the club’s official products and their connection with fans. Karmina will contribute a creative approach that turns this strategic direction into distinctive, relevant content with a recognisable identity.
The work will take shape through monthly content planning and a series of photography and video shoots. Productions will feature players from the men’s and women’s teams, with shoots taking place in Barça stores, at Camp Nou and on the streets. This range of people and locations will allow the agency to explore the relationship between the products, the sport and the city, showing how Barça’s colours are worn and experienced in different settings.
The creative ambition is to give each product a story and a context: the excitement of wearing a new shirt, the pride in representing a club or the connection between people who support the same team. The challenge will be to turn these moments into photography, video and social content that feels natural on each channel while building a coherent identity over time.
To deliver the work, Karmina will bring together a multidisciplinary team spanning strategy, creative development, art direction, photography, video production and editing, and community management. Close collaboration across these disciplines will connect the original ideas with the finished content and its adaptation for social platforms.
“This is a major challenge because the professional responsibility comes with a very personal passion for these colours. Working for Barça Store means putting our experience and creativity at the service of a brand that is also part of our lives,” says Arnau, CEO of Karmina.
The content will appear on Barça Store’s own social accounts as well as other FC Barcelona accounts. This places the project within a vast global digital ecosystem, supported by an active community and a powerful ability to generate conversation, interaction and engagement. For Karmina, that means considering both the immediate context of each piece and its potential to reach supporters around the world.
“We hope this relationship will last for many years. We are starting with real excitement and a clear ambition: for Barça Store’s renewed energy to become visible on social media very soon, through the ideas, the imagery and the way the brand connects with culers,” Arnau adds.
The appointment marks the beginning of a new chapter for Karmina, bringing strategy, creativity and production together around a shared purpose: creating content that captures what it means to wear Barça’s colours, on and off the pitch.
