At a time when the narrative is so crucial, what better way to control the conversation than to moderate it yourself. Jude Bellingham has set a new precedent for athlete-created content with the release of his docu-series ‘Out of the Floodlights,’ which premiered exclusively on his self-titled YouTube channel on Sept. 12. Not only has he raised the bar, but he’s set the standard so high that we need to re-establish the scale. England’s golden boy can do no wrong, and with the release of a documentary that follows him through every step of his meteoric rise from Birmingham to the Bernabeu, he’s taken the next step in elevating his brand.
Fresh off the back of his signature Adidas Collection – and debuting as the face of EA Sports FC25 – we know Bellingham has surpassed superstar status. While he and his management and production teams have managed to create a high-quality series, it’s not just the caliber of the content that has changed the conversation. It’s the fact that this content is created, produced, and most importantly, owned by Jude Bellingham and his team.
With the release of Floodlights, it’s becoming clear to the next generation of athletes that it is possible to control your narrative. We know not every athlete has the resources available to mimic this strategy – not everyone has the convenience of a camera to follow your every move. What can be copied though, is intentionality.
Take, for example, Devin Booker. Following the Paris Olympic Games this past summer, the Phoenix Suns shooting guard dropped a recap video of the games on his Instagram with the caption, ‘Book: I’ll Do It.’ Displayed with a grainy, vintage film camera look and feel, the video is a coalescence of in-game clips, crowd shots, and Book's own vlog-style content as he narrates his experience at the summer games, alongside fellow superstars. Without the presence of a major camera crew or media executives in his ear, Book was able to create a Team USA summer games recap that worked better than any “All or Nothing” or ESPN 30 for 30 could.
Whether intentional or not, Book changed his narrative. Known for his stoic, impassive demeanor, fans got a glimpse into his authentic, personable, and dry sense of humor through his interactions with players and coaches.
As fans and supporters, we can receive unfiltered, candid content that comes straight from the source. In doing so, Booker expanded his brand – showing more of the aspects of his personality than mainstream media painted him. It doesn’t come as a surprise either, that his understated, low-key personality comes through in his side projects and creative ventures. Look at Book Projects, his creative studio that showcases brand collaborations – casuals might not have known Book was an aesthetic enthusiast. By simply creating genuine content, he can reach a broader audience in a way that feels real, which is hard to achieve in today’s social media space that often feels oversaturated and insincere.
Given how often we’ve seen athlete platforms go the other way – in the form of one-off IG lives and mistakenly published posts – this new wave gives a feeling of initiative and self-investment.
If athletes continue to build from here, they – collectively and individually – can quiet the noise often created by journalists, agents, and representatives to feel more connected to fans. The baton has been passed – taken from mainstream media and given to Jude, Book, and other superstars across sports who continue to set the parameters of their own conversations and move in spaces of their choosing. And it’s about time.Writer Maxwell Wright, who played Division 1 soccer at American University and Coastal Carolina University, works for a full-service sports and entertainment firm. He has a passion for exploring the convergence of music, culture, and sport and an eye for seeing what’s at the forefront of all three.