Jonathan Jones (GB)

Jonathan Jones leads marketing for MEYBA, a football kit brand born in Barcelona with a genuinely rare pedigree: FC Barcelona wore MEYBA for 10 years, as their first official kit supplier, and MEYBA today supplies kit to 20 professional teams globally. But a lot of his day-to-day happens somewhere less obvious than football, deep in dance and electronic music culture.



He's behind long-standing MEYBA partnerships with London's Fabric and record label Defected, and has worked closely with elrow and Monegros Desert Festival, where around 150 artists receive personalised jerseys annually, a fan-activation play that turned festival merch into something people actually collected, not just bought. He's also led a Fred Perry collaboration and activations across Live Nation events throughout the UK. MEYBA shirts have been worn by artists across the globe, which reinforces the commitment to fan/artist , and product-led collaborations rather than just another merch drop.



Jonathan splits his time between the UK and Barcelona, and spends much of it thinking about how football, style, music and fashion feed into one another - a connection he believes has never been closer.