Nike has taken another step in its relationship with FC Barcelona and not just with the men's first team. For a few weeks now, the players of Women's Barça have also noticed this shift. A decision that has already started to be seen, even without the club officially announcing it.
Personalized Looks Are Over
Until recently, it was common to see Alexia Putellas, Aitana Bonmatí, and company arriving at the stadium with their own styles. Retro jerseys, sweatjerseys from other brands, jeans with personality.
Unique looks that, in many cases, went viral, but that's history now. According to information from Relevo, Nike has imposed new guidelines on Women's Barça that directly affect the team's image off the field.
Since the second leg of the Champions League quarter-finals against Wolfsburg, something changed. Before the matches against Atlético de Madrid, Sevilla, and Chelsea, they all arrived in the club's official gear. Nike clothing, from head to toe, the brand now sets the rules: same style and same uniform.
A Million-Dollar Contract, New Conditions
The reason behind this change is clear: money. Last November, Barça renewed its agreement with Nike. A million-dollar contract key to Laporta's finances, but it goes beyond the economic aspect.
For the first time, the contract includes all sections of the club, and that includes, of course, women's soccer. A sign that Nike is strongly betting on this sector, even leaving aside other historic teams.
Alexia, the First to Adapt
Alexia Putellas, captain and icon of the team, has been one of the first to comply with the new rules. She no longer sports her own styles when arriving at the stadium. Now, she wears what the sponsor dictates, and like her, all her teammates do too.
This change has its positive side: it unifies the club's image. It projects seriousness, professionalism. But it also leaves behind a part of the charm that came with seeing how each player expressed her personal style on each matchday.
More Visibility, But Less Freedom
Nike seeks visibility and what better showcase than the best team in the world in women's soccer. Women's Barça is a winning machine, and now it's also a 100% corporate runway. Everything is measured, everything is part of the business.
Women's Barça remains an example on and off the field, although now it does so with mandatory uniforms even in pre-match arrivals.