On the tenth anniversary of Johan Cruyff’s passing, FC Barcelona is launching a commemorative campaign that seeks to go beyond tribute and reaffirm his legacy as a central element of the club’s identity. Because Cruyff is not only part of Barça’s history: he explains the present and shapes the future.

His figure represents one of the most profound transformations that ever happened at the club. As a player, he led a change in mentality that culminated in the 1974 Liga title and the consolidation of a distinct style of play. As a coach, he built the “Dream Team” and laid the foundations of a footballing model that has shaped generations: a game based on possession, control of space, numerical superiority and a clear attacking intent.

Beyond the titles, Cruyff defined a way of understanding both football and the club as a whole. He placed talent and creativity at the core, firmly backed youth development, turning La Masia into the heart of the blaugrana sporting project. His style, based on collective intelligence, constant movement and freedom within an organised structure, has become a global benchmark and remains fully relevant today.

Connecting past, present and future

The new campaign focuses on the continued relevance of Cruyff’s legacy and its ability to inspire new generations, both within and beyond football. The initiative combines a video with a contemporary and emotionally driven visual identity that explains who Cruyff was and what he represents today.

That identity was conceived to reflect the Cruyff's rebelliousness, his style and his unique way of understanding the game, translating these values into all the creative elements developed. The piece depicts symbolic areas the club and the city, establishing dialogue between past, present and future. From La Masia, where his legacy is passed on naturally to the young footballers, to emblematic spaces such as Les Tres Xemeneies, the campaign expands to become an open message, shared and projected to the world.

In this context, Les Tres Xemeneies emerges as a symbol of culture, young talent and urban transformation, reinforcing a narrative of change from industry to culture, from past to future, and from local to global, all the while mirroring Cruyff’s ability to redefine Barça.

Cruyff is thus linked to the city of Barcelona in an expression of the values he championed: creativity, innovation and the capacity for transformation.

The campaign ultimately aims to firmly establish and transmit his legacy in a clear and accessible manner, the perfect way to explain the club’s identity and its distinctive style.

With this initiative, FC Barcelona is not only paying tribute to Johan Cruyff, but is also reaffirming the enduring relevance of his legacy and projecting it into the future, connecting it with new generations who already live by his principles, often without knowing their origin.

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