Barcelona unveils 2017-18 home kit featuring new sponsor

Out with the old, and in with the new.

On a day that saw Ernesto Valverde hired as its new first-team manager, Barcelona released images of its home threads to be worn in the 2017-18 season.

It will be the first time the Barcelona shirt will brandish Rakuten across its front, with the Japanese electronics giant beginning its $200-million sponsorship deal with the club, which runs until 2020.

The club website describes the new stripe design as "an updated interpretation of the traditional Blaugrana," but the reimagining of the vertical lines is reminiscent of how Nike felt compelled to shake up Inter Milan's kit for the same campaign.

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Barcelona's proud Catalonian heritage is celebrated in the collar, where the colours of the autonomous community's flag stretch around the neckline.

"Pulling on the new Barca kit for the first time creates a mixture of pride and optimism for the season ahead. It looks and feels like a modern uniform of sport," said frontman Neymar.

The dark red stripe runs from inside of the jersey sleeve, down the side of the shirt, and then continues onto the shorts and expands with movement, which is also designed to encourage ventilation.

The kit is available for purchase from June 1.

(Photos courtesy: @FCBarcelona)