FC Barcelona Stars Join Historic Castell Tradition

Ahead of this season’s El Clásico, Under Armour and FC Barcelona shifted focus away from the pitch and into one of Catalonia’s most recognizable traditions. Barça midfielders Fermín López and Marc Casadó recently joined the Arreplegats de la Zona Universitària in Barcelona to take part in the construction of a seven-story Castell, or human tower, ahead of the club’s clash with Real Madrid.

The activation ties directly into the cultural significance of the Castell tradition, which has existed in Catalonia for more than 200 years as a symbol of unity, resilience, and collective strength. For Fermín López and Marc Casadó — both products of Barcelona’s La Masia academy — the experience also mirrored the pressure and responsibility that comes with representing the club at the highest level.

Every Castell begins with the “Pinya,” the tightly packed base that supports the entire structure above it. The concept became a central part of the campaign, emphasizing teamwork and trust rather than individual recognition.

“The pressure is real, but it is shared,” Fermín López said. “The people at the bottom carry those at the top. That has been my reality from La Masia to the first team. Football is a collective effort, much like being a Casteller.”

Marc Casadó, who grew up just outside Barcelona in Sant Pere de Vilamajor, connected the tradition directly to the identity of the club and region.

“In Catalonia, pressure isn’t something to fear, it’s a privilege,” Casadó said. “Being among the Castellers was a reminder that our strength comes from our roots and our dedication to each other.”

The campaign also arrives as Under Armour continues to expand its football presence through FC Barcelona athletes. Fermín López, Marc Casadó, and Ferran Torres are all expected to wear the brand’s new Shadow Elite 4 boots during El Clásico, with the model designed around speed, responsiveness, and quick separation on the pitch.

Rather than centering solely on product, the activation places greater emphasis on culture and identity, using one of Catalonia’s oldest traditions to frame the pressure surrounding one of football’s biggest matches.