J Balvin and EA SPORTS FC Bring Football and Art to Medellín
The reggaeton icon talks about his latest collaboration, merging culture, community, and creativity.
José is no stranger to Medellín. It’s more than just his hometown—it’s his foundation, his creative pulse, and a constant source of inspiration. Now, he’s channeling that energy into football, teaming up with EA SPORTS FC to launch a new pitch in Medellín’s Manrique neighborhood as part of the FC FUTURES initiative.
Expanding their grassroots initiative beyond borders, EA SPORTS FC and LALIGA launched this football pitch in collaboration with Balvin’s foundation Vibra en Alta, alongside Love.Fútbol and Fútbol con Corazón. The launch event featured a special training session led by LALIGA legend Fernando Morientes, as well as an appearance from Balvin himself, bringing music, culture, and sport together in a way that felt deeply personal.
The FC FUTURES program has already transformed multiple communities through investment in facilities, equipment, and partnerships, but this particular project came with a unique twist: the pitch itself was designed by Balvin, who infused the space with his signature vibrant and colorful aesthetic.
Beyond the physical space, the partnership also extends into the digital realm with Balvin unveiling an exclusive vanity kit in FC 25, set to launch in March. Designed in collaboration with EA SPORTS FC, these kits represent the fusion of his personal style with the global culture of football, reinforcing the idea that music and sport are deeply intertwined.
In an exclusive conversation with Hypebeast, Balvin shares his thoughts on the connection between music and football, the power of authentic partnerships, and what this project means for the future of his community.
Ea Sports Fc
Ea Sports Fc
HYPEBEAST: Since the beginning of your career, you’ve elevated your Medellín roots beyond music, bringing brand partners and other supporters to strengthen the city. How does it feel to do it once again with football and art?
J BALVIN: I believe music and sports belong to the same world—they’re deeply connected. Both are artistic expressions, ways for people to show who they are. Medellín, the city I’m honored to represent, gave me the blessings to reach where I am today. Giving back to my community is always a pleasure.
We grew up hearing that our surroundings were dangerous and dark. Now, through sports and music, we can transform that reality. Kids used to dream of being gangsters; now, they want to be artists—not just musicians like me, but sculptors, painters, and athletes too.
I’m at a point in my life where I don’t feel the need to prove anything for validation. I just want to focus on working, enjoying myself, and giving back. My goal is to create a network where we keep inspiring the next generations in a positive way, just like many people inspired me to do what I do today.
Ea Sports Fc
HYPEBEAST: You’re always strategic when choosing brand collaborations, prioritizing long-term relationships. What makes this partnership with EA SPORTS FC feel so authentic at this stage of your career?
J BALVIN: The first thing I look for is partners who truly love what they do. There’s a difference between doing business with someone and collaborating with people who are passionate about their work.
I gravitate toward brands that spark nostalgia or connect to my upbringing, or companies whose actions inspire me and allow me to dream—like EA SPORTS FC.
As a kid, I dreamed of having a Nintendo, but I didn’t have the resources. When I finally got one, it felt like a major accomplishment. This collaboration takes me back to those childhood dreams and moments of pure joy.
Football and music are universal passions. They’re not about status or class; they’re something everyone can relate to. This partnership allowed me to reconnect with my younger self while also giving back to my community through sports. And beyond that, we’re taking it beyond the digital space and bringing real-world action to life.
In projects like this, one plus one equals three. The synergy we’re creating is bigger than we can even imagine.
Ea Sports Fc
HYPEBEAST: What do you hope this pitch represents for future generations in Medellín?
J BALVIN: We’re building a calendar of activities to make sure this space stays active, in collaboration with the community. It’s not just about football—we’re also bringing in breaking battles, freestyle competitions, music performances, and artistic showcases.
Keeping the flow alive is essential. We want people to feel excited to occupy this space, and we hope that energy spreads, inspiring the creation of more spaces like this across the community.
We’ve worked on similar projects in the past, but what we’re creating now is on another level. And this time, it’s in partnership with EA SPORTS FC—do you understand? It’s a childhood dream. I hope this is just the beginning of what we’re going to do together.
HYPEBEAST: This partnership brings both digital and physical elements, from the pitch to jersey kits. Can you walk us through your creative process?
J BALVIN: When I collaborate on something, I need to feel connected to the final result. It’s part of my identity—I get involved in every detail.
For example, the pitch has a “bandana vibe” with baby blue tones that I love. It’s not just about building a football pitch; it’s about designing an atmosphere where people feel good. I know that people will come here, take pictures, and enjoy the space because every element was carefully thought out.
HYPEBEAST: Speaking of the kits, you first teased them on stage at an event in Madrid last year, right?
J BALVIN: Yes! I believe in building stories around launches like this—dropping hints along the way so that, in the end, everything makes sense. It’s similar to how I release albums—slowly, but with intention.
The fact that we designed these jerseys together, sifting through more than 2,000 options before landing on something we’re truly proud of, is a victory. People will see them in the game and in real life. That’s something really special.
Ea Sports Fc
This collaboration with EA SPORTS FC is yet another chapter in Balvin’s ever-expanding vision. Whether through music, fashion, or now football, his mission remains the same: to elevate culture, empower his city, and show the world the power of Medellín.
