- Jordan Howlett ("Jordan the Stallion") has been named the first-ever Chief Content Officer of Blenders Eyewear, announced July 23, 2026.
- The role goes beyond a typical endorsement; Howlett will help shape creative direction, campaigns, and product development, not just appear in ads.
- The launch campaign features Howlett alongside Method Man; a broader rollout of campaigns and product drops continues through 2026.
Blenders Eyewear has given digital creator Jordan Howlett a seat in the room where decisions get made. The San Diego-based sunglasses brand, a subsidiary of Italy’s Safilo Group, announced on July 23, 2026, that Howlett, known to more than 50 million followers as “Jordan the Stallion”, is now its first-ever Chief Content Officer.
The title is new for Blenders, and it signals something bigger than a typical face-of-the-brand deal. Howlett will work directly with the company’s creative, marketing, and product teams, weighing in on campaign ideas, storytelling, and product development rather than just appearing in ads.
Blenders CEO Jack Gray framed the move as bringing Howlett into the process rather than just the finished ad, saying Howlett is “joining to help shape the creative behind them.”
Howlett, who built his following through his “Fast Food Secrets Club” videos and relatable, direct-to-camera humor, has said he’s been deliberate about which brand partnerships he takes on, favoring projects that let him contribute beyond a standard endorsement.
Outside of Blenders, Howlett has fronted national campaigns for Sony Electronics (since June 2026) and State Farm (since March 2025, including the “Batman vs. Bateman” spot).
The rollout kicks off with a new commercial pairing Howlett with hip-hop veteran Method Man, the two playing office coworkers in a spot built around Blenders’ “glasses with the stripes” branding. More integrated campaigns and product launches are expected through the rest of 2026.
This is the latest sign that eyewear brands are leaning on cultural figures over traditional campaigns. Gentle Monster recently tapped Alex Consani and Anok Yai to front its “intelligent eyewear” campaign. In contrast, Amelia Gray, Lila Moss, and Lara Stone fronted Alo’s first-ever eyewear line earlier this year. Guess took a similar approach, naming Leni Klum the face of its eyewear campaign.
For Blenders, the hire follows a run of high-profile partnerships, including a viral moment with Deion Sanders that reportedly drove $1.2 million in single-day sales.
Takeaways
Handing a creator an actual C-suite title is still rare, and it’s a telling move. It suggests Blenders isn’t just renting Howlett’s audience for a season; it’s treating him like a long-term creative partner, which is a step beyond most influencer deals.
This also fits a bigger 2026 pattern: eyewear brands from Gentle Monster to Alo to Guess are all betting on personality-driven storytelling over straightforward product shots to sell sunglasses.
And given that Howlett has kept his endorsement slate deliberately small, just three brands, this deal says as much about his selectivity as it does about Blenders’ ambitions.
Will “Chief Content Officer” become a real, board-level title for top creators, or is this mostly clever marketing framing? Does Howlett’s hands-on creative role change how his 50 million followers perceive sponsored content from him going forward? Does this deal raise the bar for what top-tier creators now expect from brand partnerships?
