The GOLF WANG brand of Tyler, The Creator goes on the front of the shirt for the Clásico against Real Madrid on Sunday, 25 October, the first time Spotify has given an artist full creative control of the campaign.
1,899 numbered matchday shirts go on sale at 499.99 euros, while the 22 player-signed and 11 artist-signed editions are priced at 2,999.99 euros each.
The women's team wears the shirt first on Saturday, 24 October, against Granada at the Estadi Johan Cruyff, and a 'Copa De Golf' music evening is planned in Barcelona the same day.
FC Barcelona and Spotify presented the special shirt on Thursday, 15 October. The GOLF WANG logo, the label of the American artist and designer Tyler, The Creator, will sit on the chest of the kit for the Clásico against Real Madrid on Sunday, 25 October. The brand takes the spot that earlier partners held on the front of the shirt, including Olivia Rodrigo, Ed Sheeran, Travis Scott, Coldplay, Karol G, The Rolling Stones, Rosalía and Drake. This time Spotify, the club's sponsor, gave the artist and his brand full creative control over the associated graphic and audiovisual campaign, which the club describes as a first for this type of partnership. Tyler, The Creator also directed a short film tied to the project, and a clothing line made with Nike accompanies the shirt.
The club will sell 1,899 numbered matchday shirts at 499.99 euros. SIC Notícias reported that the number was inspired by the year the club was founded. Collector versions are limited to 22 shirts signed by players from the men's and women's matches and 11 shirts signed by the artist himself, and both of these versions cost 2,999.99 euros. One French outlet reported eight artist-signed shirts instead of 11, so the exact count of that edition is disputed in the coverage. La Razón reported that the editions were already on sale at the club's official stores, its online shop, Nike.com, selected Nike stores and the SNKRS app.
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Although the shirt was made for the Clásico, the kit debuts a day earlier, on Saturday, 24 October, when the women's team plays Granada in Liga F at the Estadi Johan Cruyff. The same day the club and its partners plan a music evening in Barcelona called 'Copa De Golf', which brings together music, football and fashion. Sources describe the whole package as an experience that includes the short film, the clothing collection and the evening itself. The kit's first appearance comes before the Clásico, which the men's team plays on Sunday, 25 October.
Tyler Gregory Okonma, known as Tyler, The Creator, was born on 6 March 1991 in Hawthorne, California. He rose to prominence with the collective Odd Future and later widened his sound with jazz and soul influences. His albums IGOR (2019) and Call me if you get lost (2021) won Grammys for best rap album in 2020 and 2022. He founded Golf Wang in 2011, and El Periódico noted that the brand had already been sold at a Primavera Sound stand in June 2022. Spotify's sponsorship of the club was announced in March 2022.
Joan Soler, the club's commercial vice-president, placed the collaboration in the context of the club's broader reach in a statement:
“The collaboration between FC Barcelona and Spotify keeps opening new connections between football, music and contemporary culture.”
Marc Hazan, Spotify's senior vice-president of marketing and partnerships, said the project stands apart from the company's earlier joint work on the shirt:
“Each logo change on the shirt has taken us to new territory, but this one is different.”
Hazan added that the artist brings a creative universe of his own that goes well beyond the shirt itself, which the reports present as the central reason the partnership was built this way.
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FC Barcelona and Spotify unveiled a special shirt on Thursday, 15 October, carrying the GOLF WANG mark of Tyler, The Creator for the Clásico against Real Madrid on Sunday, 25 October. The women's team is set to debut the kit a day earlier, and matchday versions are priced at 499.99 euros.
AI text based on reports by SIC Notícias, El Periódico, 20minutes and other publishers. Published .