Lamine Yamal has regained top form: as of February he has 15 goals and 13 assists in 29 matches this season — figures approaching last season's tally, when he recorded 18 goals and 25 assists. At just 18 years old and from Rocafonda, he carries heavy responsibility as a leader of Barcelona's project.
His professional circle advised him to professionalize his social media management. In his second season with Hansi Flick he enjoyed much more freedom to post and interact, which led to negative repercussions from quarters that did not always look out for his best interests.
As an exception, he opened a YouTube channel. Marketing and commercial duties are now treated as important as physical preparation, tactical analysis and the wider professional environment. Sportingly he remains focused — he finished second in the Ballon d'Or 2025 standings.
In recent months Yamal has adopted a low-profile approach: he exposes less of his private life, avoids controversies and confines his public content mainly to Barça matters and commercial commitments. He is focused on leading Flick's Barça and the Spanish national team, and does not want off-field protagonism.
Still insisting on forging his own path and concentrating fully on the season, he posted an enigmatic Instagram story reading "Capítulo 1: Mi abismo interno", beginning with the line "Me gustaría ser lo que todo el mundo quiere que sea." Some have speculated it could announce an autobiography or a reflective book; others think he may be reading to disconnect and learn, and some view it as an indication of his mood.
