In collaboration with our friends of AOQ, we developed a strategy and design advisory project for Nike Football and FC Barcelona focused on exploring the future of football culture.

Through weeks of ethnographic fieldwork, desk research and concept development, we investigated the evolving relationship between football, fashion and youth culture, examining how younger generations engage with the game both on and off the pitch.

The project culminated in a week-long immersion in Barcelona, bringing together Nike's brand, design and club teams to experience first-hand the environments, communities and cultural behaviours shaping the future of the partnership.

We conducted an extensive analysis of FC Barcelona's visual history, documenting every Nike-era kit and examining how colours, graphic compositions, silhouettes and materials evolved over time.

This archival research was complemented by a broad ethnographic study involving interviews and observations of football fans aged 17–25, both during match days and within their everyday environments. Particular attention was given to individuals identified as cultural and creative game changers.

By combining historical analysis with contemporary cultural insights, we developed a set of design recommendations and strategic directions intended to inform the future evolution of the partnership.

We transformed our laboratory into a temporary exhibition space designed to immerse Nike's design team in the research process.

Rather than presenting our findings through slides, we translated months of strategic, cultural and design research onto the walls, creating a physical environment that could be explored, questioned and experienced first-hand.

The installation combined archival jerseys, training garments and club memorabilia with insights gathered from ethnographic research, revealing connections between football, identity, the city of Barcelona and contemporary youth culture.

Conceived as both a research archive and a design tool, the space aimed to inspire new directions for the future of the club and its partnership with Nike.

Our ambition was to make the space feel like stepping inside a three-dimensional moodboard.

Quotes, graphics, photographs and visual references were applied directly onto the walls, while a series of custom-made flags and printed materials helped transform research findings into a tangible environment.

Every element was carefully selected to communicate the cultural narratives, emotions and visual codes surrounding FC Barcelona, allowing the design team to experience the project through immersion rather than presentation.

Since the project centred on interviews with 17–25 year olds, we recreated a teenager's bedroom as part of the installation.

Every object within the room was informed by our research: the clothing, brands, games, posters and everyday artefacts that repeatedly appeared throughout conversations and observations.

Rather than defining the audience through statistics or demographics, the space sought to portray their world through the details that shape their identity, aspirations and relationship with football culture.