Blenders appoints Jordan Howlett as Chief Content Officer

Blenders Eyewear has appointed Jordan Howlett as Chief Content Officer, giving the creator a role in product and creative decisions.

Howlett, who posts as Jordan the Stallion, has more than 50 million followers across platforms. He is known for his fast food videos and signature glasses toss.

The role will see Howlett work on Blenders' creative output, product launches and collaborations, taking his involvement beyond one-off brand campaigns.

"Jordan isn't joining Blenders to simply appear in our campaigns," chief executive Jack Gray said. "He's joining to help shape the creative behind them."

Writing on LinkedIn, Blenders' Head of Marketing Kate Ruda said investing in creators means giving them "more than a campaign brief" and "a real seat at the table" with a voice in "the creative, the product and how the brand shows up."

Blenders introduced Howlett through a launch campaign featuring rapper Method Man, with the pair workshopping job titles and taglines before settling on "the glasses with the stripes."

Howlett said he had been selective about partnerships because he wanted to "contribute beyond traditional endorsements." He has previously worked with brands including Lay's, Alaska Airlines and State Farm.

The hire adds to a growing number of creators taking on formal roles inside companies. Last year, The Daily Influence highlighted appointments including Steven Bartlett at Stan, Vivian Tu at SoFi and Leah Kateb at Skylar.

It also comes as eyewear brands experiment with different ways of working with creators. Last month, Meta launched an AI glasses frame co-designed with Kylie Jenner, featuring a voice modelled on the entrepreneur. While that partnership centred on a single product, Howlett's role spans the wider business.

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