Athlete Vanity speaks to the brain behind football’s biggest lifestyle and culture platform, Footballer Fits – Jordan Clarke
You know him as Jordan Clarke but we know him as a dreamer turned trailblazer. A quiet lad from Felixstowe with a vision that has become a global movement. As the founder and creative director of Footballer Fits, this 25-year old introvert transformed his twin passions for football and fashion into a platform that celebrates the authenticity of footballers and how they express themselves.
Jordan’s journey is a testament to grit and an unwavering belief in the power that culture wields. His voice carries the weight of someone who’s lived the struggle—building a million-follower empire organically, learning business on the fly, and staying grounded amid the whirlwind of success.
Jordan made this exclusive sit-down with him so seamless. After months of being drawn to the amazing thing he is building, we reached out and his willingness to open up on the highest highs and lowest lows left us inspired.
This interview is a window into his heart, and we invite you to step inside, feel the emotion of his journey, and discover how he’s reshaping football culture. Dive into the full conversation and let his story move you.
Athlete Vanity:
What’s up Jordan, how are you doing? Thank you so much for honoring our invitation.
Jordan Clarke:
I’m doing great and thank you for having me!
Athlete Vanity:
Perfect! Oh yeah, I’ve actually been following Footballer Fits for a really long time. I honestly can’t even remember when I started—maybe three or four years ago? It’s been a while! How long has it been since you founded Footballer Fits?
Jordan Clarke:
It’s been 5 years! February made it 5
Athlete Vanity:
Oh yeah, so was it something that started during the lockdown? Like, was that when the idea first came to you?
Jordan Clarke:
I can’t remember the exact timeline off the top of my head, but yeah—it was definitely around the time when COVID was causing restrictions. That’s when I really started taking it seriously and pushing it, mostly on my own at the time. I think the initial idea actually came about just a month or two before the lockdowns started. If I’m not mistaken, it was around February 2020 when it was first created, and then the lockdown hit here in England in March.
So yeah, it started just before everything shut down, but being stuck at home gave me the time and space to really build it. Even after restrictions were lifted and I went back to work, I kept building it on the side. It was definitely an interesting time—while a lot of already-established brands were struggling, I think having that free time gave me the opportunity to focus and try to build something new.
Athlete Vanity:
So if we take it back to when Footballer Fits was first founded—what really sparked the idea behind it?
Jordan Clarke:
Back then, especially around the time COVID hit, my interest in fashion really grew. I’ve said this quite a few times, but when we were all stuck inside, one of the only things we could actually spend money on was clothes—online shopping became a big thing. So during that period, my passion for fashion reached a new level.
At the same time, I started to notice a gap in the market. I wanted to find a way to merge my two biggest passions—football and fashion—into something meaningful. Around that period, players were constantly being criticized for expressing themselves, like Paul Pogba getting backlash over his hairstyles. And I felt like there wasn’t really a platform that was fully supporting or celebrating that kind of self-expression.
That’s when the idea really started to take shape: creating a platform that would stand with the players, spotlight their style, and celebrate that part of their identity. And beyond that, it also became something that fans could turn to for fashion inspiration—learning how their favorite players dressed and drawing outfit ideas from them. That’s really how Footballer Fits came to life.
Athlete Vanity:
You know, those early days must have been tough—building a platform from scratch is never easy, especially when you’re trying to grow across multiple social media platforms.
So, how did you start gaining traction in those early stages? And was there a particular moment—or maybe a specific footballer—that made you feel like, ‘Yeah, we might actually be onto something here’?
Jordan Clarke:
I think when it comes to building something, standing out from what’s already out there makes a big difference. At the time, there really wasn’t anyone doing exactly what Footballer Fits was trying to do—and that alone gives people a reason to follow you. It gives them a purpose to check in on what you’re doing because it’s unique and no one else is offering it.
As for the first footballer to show love, I’ll never forget it—it was Reiss Nelson, who was at Arsenal at the time. That was huge for me, especially because I’d never really spoken to a professional footballer before. Then not long after, Moise Kean interacted with one of our posts when we shared his lifestyle video. Those two moments really stand out—they were the first times I genuinely felt excited, like, ‘Wow, this is real.’ I was proper gassed seeing players engage with the platform.
In terms of building the platform itself, consistency was absolutely key. I was lucky back then because I was young and didn’t have too many responsibilities, so I could really focus on content output—just posting as much as possible, and sharing things that other pages weren’t. That kind of freedom and time made a big difference. It’s not always that easy now with more responsibilities in life, but starting young definitely gave me an edge.
Athlete Vanity:
Have you had any pinch yourself moment where you just realized that your platform is actually changing the game?
Jordan Clarke:
I think when it comes to key milestone moments on social media, one of the first major ones—before I really started working directly with players and brands—was hitting one million followers on TikTok, for sure. That was a huge moment for me personally. It had always been a life goal of mine to build a platform from zero and grow it to one million followers organically so when FF achieved that, I can’t really describe the feeling but I’ll always remember that day. Reaching that milestone was something I was genuinely proud of. I remember the exact day it happened, and it’s still a very special memory.
Another big moment has been seeing footballers themselves engaging with our content—whether they’re resharing our posts, following the page, or commenting. That still blows my mind because these are players I’ve watched on TV for years. So when someone like Jules Koundé, Rafael Leão, or any top player interacts with what we’re doing, it’s always a surreal, pinch-me kind of moment.
Beyond the numbers, one thing I’m particularly proud of is the influence we’ve had in pushing certain trends—especially the training fits wave. When I first started Footballer Fits, there really wasn’t much of that out there. Clubs were quite reserved when it came to fashion content, often cautious about the optics—especially if the team had just lost a match. But now, you see clubs consistently posting training ground outfits regardless of the result. That shift has been one of the most rewarding things to witness.
In many ways, I see training ground fits as the first step toward something even bigger—like pre-game tunnel fits, which has always been one of our long-term goals to normalize and promote. So seeing clubs now embrace this kind of content and make it a regular part of their brand, even without our direct involvement, feels like a huge win for us and for the culture of self-expression in football.
So yeah, while the social media milestones are definitely incredible, the moment I truly felt the impact we could have on the game was when I realized how far the training ground fits movement had come. That’s when I knew we were helping to shape something bigger than just content—we were helping to shift the culture.
Athlete Vanity:
You just mentioned working with stars like Marcus Thuram, Jules Koundé, and more recently, the collaborations with Achraf Hakimi, Morgan Rogers, and Morgan Gibbs-White. So, I wanted to ask—what’s been the most unexpected lesson you’ve learned from collaborating with these athletes?
And how has that lesson—or those experiences—shaped the overall mission and direction of Footballer Fits? Has it changed or reinforced what you guys originally set out to do?
Jordan Clarke:
That’s a really good question. I think, looking back, one of the most unexpected lessons—at least when I first started—was just how human these players really are when you meet them. Early on, I had this perception that you’d need to be super cautious around them, like you’d have to watch what you say or how you act. But in reality, 99% of the time, they’re incredibly down to earth—just like you or me.
That realization gave me an even deeper passion for building the brand and platform. When you see how humble they are, how willing they are to give their time and energy during shoots and interviews, it really affirms that you’re on the right path. It gives you that validation that what you’re building—something that supports them, showcases their self-expression, and tells their stories—is genuinely appreciated by the people it’s meant for.
Of course, it’s not unexpected to me anymore because I now work with players regularly and have seen firsthand how great they are—not just the men, but the women’s players too. Across the board, the athletes we’ve collaborated with have been incredibly generous, kind, and supportive.
So, to answer your question directly, the biggest surprise early on was realizing just how relatable and approachable these athletes are. That insight has definitely shaped and strengthened our mission at Footballer Fits. It’s kept us motivated to keep pushing forward and to continue building a platform that truly champions the players and the stories they want to tell.
Athlete Vanity:
So, if you had the chance to style any footballer that Footballer Fits hasn’t worked with yet—just for fun or as a dream collaboration—who would it be?
Let’s make it interesting: give me one player from the past and one from the present. Who are those two players you’d love to style and work with?
Jordan Clarke:
That’s a really good question—and honestly, a tough one too! But if we’re talking strictly from a fashion standpoint, then I’d have to go with David Beckham for the past. Just because of how influential he was, both on and off the pitch. The way he dressed, the way he expressed himself—he really helped pioneer that intersection of football and fashion. There are definitely other icons like Ronaldinho that I’d love to work with as well, just for the vibes and the personality, but in terms of style and relevance to what Footballer Fits does day-to-day, Beckham’s the one.
For the present, there are a few I’d love to work with. Jude Bellingham and Lamine Yamal are definitely up there on my list. But if I had to pick one right now, I’d probably say Jules Koundé. We’ve had some interaction—he follows us and he’s engaged with our content—but we haven’t had the chance to do a proper one-on-one shoot yet. That’s definitely a goal of mine. And I know you said one, but I have to mention Rafael Leão as well—still working on making that happen. So yeah, those are the names I’ve got my eyes on.
Athlete Vanity:
So, what team do you support?
Jordan Clarke:
Manchester United
Athlete Vanity:
Looking at the current Manchester United squad, there aren’t too many names that immediately come to mind when it comes to standout personal style. But if you had to raid one player’s wardrobe—just one—who would it be?
Jordan Clarke:
I think it would have to be Kobbie Mainoo, just because I really like how premium and mature his wardrobe looks. I love Garnacho as well—I think the way he’s started to dress is really cool. But Garnacho’s only 20 or 21, and I’m 25 now, so his style might lean a bit younger than mine. Kobbie, even though he’s young too, has a much more refined and grown-up sense of style. Garnacho’s still in that phase of experimenting, which I love to see because I went through that stage myself around 20 or 21. But now I’m leaning more into a simpler, more defined look—and I think Kobbie really nails that. So yeah, it’d definitely be Kobbie for me.
Athlete Vanity:
How do you see Footballer Fits as a platform shaping the way fans connect with athletes—especially when you compare it to how that connection looked 10 years ago? What role does the platform play in building that bridge between players and fans?
Jordan Clarke:
Yeah, again, that’s another really good question. I think for me, it’s all about humanizing players—and making sure young people, especially, see that these footballers are just like us. They might have more money or status, but at the end of the day, they’re still people who play FIFA, scroll through Instagram for outfit inspiration, and go through the same day-to-day stuff we all do.
So our mission at Footballer Fits is to break that wall down. We do that through storytelling—whether it’s through behind-the-scenes content, shoots at players’ homes, or our YouTube features that show the raw, unfiltered side of things. Obviously, a lot of effort goes into the premium content we put out, but we also want to show the reality—the messy bits, the laughs on set, the off-script moments. That’s where you really connect with someone.
And going forward, a big part of our vision is involving our audience more directly. One idea we’re developing is letting fans submit questions ahead of shoots, so we can actually ask players things that the community cares about. We haven’t nailed that part yet because of how fast-paced and last-minute shoots can be, especially when approvals are involved—but it’s something I’m committed to improving. I want fans to feel like they’re part of the process, not just watching it from the outside.
Athlete Vanity:
I have this feeling that you’re introverted. And I say so because, a lot of people, when building brands, especially in lifestyle or culture, tend to merge their personal identity with the brand they’re creating. For some, that works well. For others, they try to keep that separation clear. With Footballer Fits, how have you managed to build something so strong while still keeping it separate from your personality? And as someone who’s introverted, how have you stayed grounded in an industry that often requires constant expression?
Jordan Clarke:
Yeah, 100%, that’s another really good question. For me, it’s always been about Footballer Fits as a brand — not me as an individual. From the start, I never wanted to be more recognizable than the brand itself. That would go against the mission we’ve built from day one, which is all about spotlighting the players and creating a platform that supports and celebrates them. It wouldn’t make sense for me to put myself front and center when the whole ethos is about elevating others.
I also think the brand has to be bigger than me — and it already is, in many ways. It’s about the entire creative team, the contributors, the stylists, the photographers, and everyone involved. I want Footballer Fits to feel like a collective — not a one-man show. You see it a lot where people build a brand and their personal identity is tied into everything, and sometimes that works really well. But for me, I’ve just never had that desire. I’m naturally introverted, and I’m not interested in chasing attention. I’d much rather the work speak for itself.
In terms of personal social media, I mainly use Instagram as a kind of personal diary — just to document moments, say thank you, and acknowledge the people I’ve worked with. That’s enough for me. I don’t feel the need to document everything or constantly post updates. I actually like being present in the moment and reflecting later.
That said, I completely respect people who’ve built strong personal brands that support their business brands — some of them do it incredibly well. It’s just not the path I’ve chosen, and I don’t think there’s one “right” way to do it. For me, every ounce of energy I have goes into Footballer Fits — into the content, the shoots, the community. That’s where my focus is, and that’s what I love doing.
So, yeah, being introverted probably helps. I don’t feel the pressure to always be “on.” I just want to build something meaningful and let the work — and the players — shine.
Athlete Vanity:
Building something as impactful as Footballer Fits definitely comes with its highs and lows. While every day might bring its own set of challenges, what would you say has been the biggest hurdle you’ve faced so far in building the brand? And how did overcoming that challenge shape or influence your vision for the platform moving forward?
Jordan Clarke:
Yeah, I’d say there have definitely been a few challenges, but one of the biggest for me personally came from not having a business background when I started Footballer Fits. I had some exposure at school, but I was essentially learning everything on the go — from how to manage finances to how to navigate professional relationships.
One early mistake I made was trying to be everyone’s friend in the process. I always wanted to look after everyone we worked with, to make sure they were happy and felt appreciated. But the reality is, in business, not everyone sees things the same way — sometimes, what you think is a gesture of goodwill is just viewed as another job to someone else.
So I found myself spending way too much money, often overdelivering when it wasn’t sustainable. It got to a point around the middle of last year where I had to seriously rethink how I was managing finances and make some tough but necessary changes. That experience definitely taught me a lot about running a business with a balance of generosity and structure, and it’s helped shape how I approach things now as we continue to grow.
Another big challenge has been trying to position Footballer Fits alongside much larger companies — some with multimillion-dollar budgets and big teams behind them. For a long time, it was just me. Then we grew to two people. And now, over the past year, we’ve added three more to the team — so we’re about five or six in total now. It’s definitely growing, but it’s still a very lean setup.
I’ve always had this mindset that we should be competing at the top, right alongside the biggest names in the space. But that ambition sometimes clashes with the reality of being a small team. It’s tough when you’re striving to put out the best content possible, knowing that the people you’re being compared to might have five times your resources — both in terms of people and money.
It creates this constant mental battle, because on one hand, you’re pushing yourself to do better, and on the other hand, you’ve got to pause and appreciate the amazing work the team is doing with what we have. We wear a lot of hats — often doing things we’re not even trained to do — but we all chip in and make it work. And when people look at our output, they often assume there’s a team of 30 behind it, which is a compliment but also a reminder of the pressure that comes with appearances.
So yeah, one of the hardest parts has been reminding myself to not be too hard on us. We’ve achieved a lot with a small, dedicated team, and that’s something I’m genuinely proud of. The growth in team size and resources will come — for now, we just keep building and showing up every day with the same energy.
Athlete Vanity:
So, if you could give a young creator an advice especially a creator in this space, what advice would this be?
Jordan Clarke:
I think my advice would be to stay consistent, keep going and stand for something. Having a mission to work towards is a huge part of staying motivated and dedicated to what you’re doing, but also standing out from the crowd. In this day and age, there’s so many people wanting to enter the creative industry, so separating yourself with a purpose behind your content is something I’d really recommend to anyone young looking to start.
Having a clear mission or purpose behind what you’re doing can make all the difference — especially during the tough moments when burnout creeps in or doubt starts to set in. If there’s a deeper reason driving your work, something bigger than just numbers or visibility, it becomes much easier to push through those hard days. You stay anchored, because you know what you’re working towards.
For creators who want to speak up or advocate for something — like we do at Footballer Fits in standing up for and supporting athletes — my advice is simple: keep doing it. Be willing to put your head above the parapet to say something meaningful, even if not everyone agrees with it — as long as you’re doing it respectfully and thoughtfully. That’s where your voice matters most.
What I’ve also seen is that many people start projects or build platforms around things they’re not truly passionate about. And when the second or third wave of burnout hits, they lose the will to continue. That’s completely understandable — I’ve had ideas and projects under Footballer Fits that just didn’t light me up anymore. And I had to let them go.
That’s why it’s so important to find the thing you truly love, the thing you’d drop everything for. For me, it’s Footballer Fits — because there’s a purpose at its core. There’s a mission behind it. I’m working with players I once dreamed of working with. And even when I’m physically or mentally drained, that mission gives me fuel to keep going.
So yeah, it may sound simple, but it’s powerful: do something you genuinely love. Not because it’s trendy or because everyone else is doing it, but because you care. Once you’ve found that, you’ll be able to keep going — for years if need be — and it won’t feel like a grind. It’ll feel like passion. That’s the real key.
Athlete Vanity:
I know a lot of your work tends to focus on players in Europe’s top five leagues, which makes sense because of the visibility and reach they have. But at the same time, there are so many players outside of those leagues — in places like Belgium, Norway, or even smaller leagues — who are doing incredible things both on and off the pitch, especially in terms of personal style.
I’ve noticed that Footballer Fits sometimes features those kinds of players too, which honestly goes a long way. For a player who isn’t in the spotlight, being recognized by a platform like yours means so much — even more so when it comes from a brand as influential as Footballer Fits.
So I’m curious: how do you go about discovering and highlighting players who are outside of the top leagues? And how intentional is that decision to shine a light on talent that might otherwise be overlooked?
Jordan Clarke:
Yeah, it’s definitely something we want to do more of — and something I’ve always felt is important. Right now, as a small team, we often have to focus our content around the big-name players because that’s what drives the most engagement and helps keep the platform growing. But I completely agree — there are so many interesting stories and stylish players outside the top leagues who deserve to be seen.
The challenge is that finding those hidden gems takes time, especially when you’re already stretched thin producing regular content. But every time we’ve spotlighted lesser-known players, the impact has been real — those players really appreciate it, and often become genuine supporters of the brand. That kind of connection is priceless.
We’ve actually had followers recommend players to us in the past who ended up being featured, which is always a great feeling. So it’s definitely something we try to do when we can, and as we grow — especially once we have more hands on deck or even a dedicated team focused on discovery — it’s a direction we plan to lean into a lot more. It’s important to us not to just be a platform for superstars, but a space that uplifts everyone with real style and story.
Athlete Vanity:
Pick a 5 aside football team based on style
Jordan Clarke:
Stole Dimitrevski in goal, Jules Kounde and Trevoh Chalobah at the back, Leao in the 10 and Marcus Thuram up front!
I don’t know what the chemistry would be like. It could be completely off. I’m trying to start strong with the base and then just hope Kounde and Chalobah can chip in with goals. I’ll defend first and then let Marcus and Leao do their thing.
Athlete Vanity:
Thank you so much for your time! This has been a very inspiring conversation.
Jordan Clarke:
No worries, I appreciate it.
