Nike x FC Barcelona

ThE SHIRT NEVER SLEEPS

A global Nike campaign merging FC Barcelona’s stars with New York’s creative culture, produced end-to-end by OTHR LABS for BBDO. Viewed worldwide as part of Nike’s global kit launch.

Overview

Nike and BBDO launched “The Shirt Never Sleeps”, a global campaign to unveil FC Barcelona’s 2017/18 kit—the first to feature sponsor Rakuten. To tell the story, Nike followed three rising NYC footballers as they met their heroes, experienced the thrill of Barça, and merged global football culture with New York’s creative energy.

The journey spanned from MetLife Stadium, where Barcelona faced Juventus, to Brooklyn’s streets, where the players trained, competed, and connected with athletes and artists across disciplines.

Our Role

OTHR LABS (then under a different production banner) was commissioned by BBDO (London & NYC) to deliver full-scale production:

  • On-location filming, direction, and production in NYC and New Jersey

  • Editing, color grading, audio, and music supervision

  • Delivery of finished campaign films for Nike.com/FCB and global distribution

Who Featured in the Campaign

  • Andrés Iniesta (Midfielder, #8)
    One of the greatest midfielders in football history, Iniesta was Barcelona’s creative heartbeat and a World Cup winner with Spain.

  • Sergi Roberto (Defender/Midfielder, #20)
    A versatile Barça homegrown star, remembered for scoring the iconic 6th goal in the Champions League comeback against PSG.

  • Samuel Umtiti (Defender, #23)
    Then a rising defensive talent, later a 2018 World Cup winner with France, praised for his strength and composure.

Cultural Cameos

Along the way, the players met cultural figures who connected football with New York’s creative scene:

  • Buster Skrine — NFL cornerback (Cleveland Browns, New York Jets), embodying American athleticism and grit.

  • Nigel Sylvester — Pro BMX rider and cultural icon, known for his GO video series and for bridging street culture with global brands.

  • KidSuper (Colm Dillane) — NYC-based designer and artist, later a CFDA Award winner, fusing art, fashion, and football in bold new ways.

Recognition & Impact

  • Positioned Nike’s kit launch as a cultural moment, blending world football icons with NYC’s street and creative leaders.

  • Strengthened Rakuten’s global debut as FC Barcelona’s new shirt sponsor.

  • Distributed across Nike.com, Nike Football social channels, and agency media — amplifying the campaign globally.

  • Reinforced Nike’s role as a connector of worlds: from Messi, Neymar, and Suárez on the pitch, to cultural leaders in NYC.