THE TIME HAS COME FOR D2C FANDOM 

Here James Kirkham, Founder of ICONIC and head of brand at Cleats Club, writes about the evolving dynamics of fandom and why the launch of a new direct-to-fan platform will give fans access to the kind of experiences that they want with their favourite athletes, minus all the interruptions. 

Cleats Club is a direct-to-fan platform built to redefine how athletes connect with their supporters, starting with none other than England’s football captain, Harry Kane. As the first athlete to join, Kane will use the mobile-first app to share authentic moments through videos, audio clips, voice notes, and text updates. It’s a step back from the chaotic world of algorithm-driven feeds—here, there’s no toxicity, no trolling, just pure, unfiltered interaction between athletes and their fans.

For fans, the experience echoes the nostalgia of old-school fan clubs, but with a modern twist: players like Kane might actually respond to you. The platform is designed as a social safe haven—additive, not addictive. It’s all about genuine connection, not about hijacking attention spans.

But Cleats Club isn’t just for fans. For brands, the app offers a unique opportunity: the chance to be woven into the fabric of fan-athlete interactions, not as a disruption but as part of the experience. Native brand integration allows sponsors to enhance, not interrupt, the dialogue between athletes and their audiences. It’s about adding value, not noise.

James Kirkham, Head of Brand at Cleats Club, reflects on this shift: “We’re not just delivering content; we’re delivering context and connection. When I launched my first agency, Holler, we marketed *Skins* on MySpace and had no idea what social would become. Now, as a father of a teenager, I’m more aware than ever of the importance of creating positive online spaces. Cleats Club is a movement toward meaningful digital interactions. It’s not about stealing your time, but enriching it.”

Cleats Club represents a paradigm shift. It offers match-day chat rooms, cutting-edge AI predictions, and direct access to exclusive content.

It taps into the evolving dynamics of fandom, where the connection between athletes and fans often eclipses the loyalty to clubs themselves. A clear example of this is Lionel Messi’s move to Inter Miami, which saw the club’s Instagram following surge from around 1 million to over 12 million almost overnight. This isn’t just a shift in allegiance, but a reflection of modern fan behaviour—where the individual athlete’s brand is as, if not more, important than the club they play for.

In today’s world, fans—particularly younger ones—crave a constant stream of content that goes beyond match highlights or post-game interviews. They want to feel like they’re part of the athlete’s day-to-day life, seeing bite-sized glimpses into their personality, routines, and thoughts when they’re “off duty.” It’s no longer just about what happens on the pitch; it’s about the moments in between—the downtime, the personal insights, the authentic, unfiltered interactions.

Cleats Club embraces this reality by offering fans exactly what they want: real-time, behind-the-scenes access to their favourite players. In a space where attention is fragmented, this type of content offers a deeper connection and a more authentic glimpse into the lives of sports stars, bridging the gap between the public and personal.

See James Kirkham on 7th November, where he’ll be chairing the Impact Stage.