The official t-shirts for the upcoming Barcelona Marathon have triggered a heated debate over the use of the Catalan language in the city. Designed by sportswear brand HOKA, the shirts feature the slogan “Barcelona makes you fly” – in English, not Catalan. This has drawn criticism from language advocacy groups and political figures, who argue it represents a disregard for Catalonia’s native tongue. The annual marathon, a significant sporting event in the city, is organised with the collaboration of the Ajuntament de Barcelona (Barcelona City Council).
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HOKA became the main sponsor of the Zurich Marató Barcelona from March 2026 through to 2030, an agreement that brings together one of the fastest-growing performance running brands with an iconic European marathon.
Accusations of Neglecting Catalan
The controversy centres on Catalan’s perceived oversight, particularly given the t-shirt’s design supposedly draws inspiration from the work of Antoni Gaudí, a celebrated figure of Catalan Modernisme. According to Tot Barcelona, Plataforma per la Llengua criticised the use of English. This non-governmental organisation dedicated to the defence and promotion of the Catalan language voiced its concerns on social media platform X, stating, “With the writing on the t-shirt in Catalan, we could fly even higher!”
Plataforma per la Llengua also pointed out that this isn’t the first time the Barcelona Marathon has “forgotten” Catalan, citing previous issues with signage and electronic communications. They assert that using the native language in communications and merchandise is a duty.
Political Reactions
The issue has also drawn political reactions. Jordi Martí, president of the Junts municipal group, lamented that, with or without a commissioner for the Catalan language, the current PSC government disregards the Catalan language, causing it to move backwards. Councillor Joan Rodríguez added, “Nobody should expect Collboni to get involved with Catalan. This is what happens when you are governed by the PSOE.” Jaume Collboni is the current Mayor of Barcelona.
These criticisms echo similar concerns regarding the Cursa de la Dona (Women’s Race) 2025, which featured Spanish inscriptions on its t-shirts. The recurring nature of these incidents has led some to believe there is a pattern of sidelining Catalan in municipal sporting events.
The City Council’s Language Policy
Plataforma per la Llengua has directed criticism towards the Ajuntament de Barcelona (Barcelona City Council), emphasising the existence of a “Reglament d’ús de la llengua catalana” (Regulation on the use of the Catalan language) and a designated language commissioner. These positions are designed to safeguard the city’s commitment to the language. They are urging the council to enforce this regulation, stressing that Catalan is a prestigious language that deserves to be showcased at international events.
Precedent and Context
Albert Cuesta, a journalist and promoter of the Alliance for the digital presence of Catalan, also commented on the t-shirts. He pointed to the recent controversy over the Spanish inscription on the Cursa de la Dona 2025 t-shirt, stating that ignoring Catalan in the t-shirts of municipal sports events in the capital is not an anecdote but a pattern. He condemned what he sees as an excessive deference to English.
The earlier controversy surrounding the Cursa de la Dona 2025 saw Junts per Catalunya (Together for Catalonia) and ERC (Republican Left of Catalonia) criticising the use of Spanish on the t-shirts. At the time, Jordi Martí criticised the measure, stating that “we are going backwards”, and recalled that the council had appointed a commissioner for Catalan and had joined the National Pact for the Language.
Looking Ahead
The controversy surrounding the Barcelona Marathon t-shirts highlights the ongoing sensitivity surrounding language use in Catalonia and the perceived need to protect and promote Catalan in all aspects of public life. It remains to be seen whether the Ajuntament de Barcelona and event organisers will address these concerns in future, but the incident serves as a reminder of the importance of linguistic representation in a multilingual society.
Sources from the Barcelona City Council alleged that “Carrera de la mujer” (Women’s Race) is the unified name for the entire circuit and the organisers make the same shirts for all cities where they are held.
The incident underscores the complex interplay between promoting Barcelona as an international city and respecting its distinct cultural and linguistic identity.
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