Blenders Eyewear has appointed creator Jordan Howlett as its first-ever Chief Content Officer, marking the first executive title the San Diego eyewear brand has created for a content creator.

Howlett, known to his 50 million followers across platforms as “Jordan the Stallion” and the creator behind Fast Food Secrets Club, will oversee creative development, campaign ideation, product storytelling, and social-first programming at Blenders, working directly with the Safilo Group-owned brand’s marketing, creative, and product teams.

“Jordan isn’t joining Blenders to simply appear in our campaigns,” said Jack Gray, CEO of Blenders Eyewear. “He’s joining to help shape the creative behind them. He brings a massive audience that trusts him and a real connection to what we make.”

“I’ve been selective about the partnerships I take on because I wanted to be involved in something meaningful and contribute beyond traditional endorsements,” said Howlett. “What attracted me to Blenders was the opportunity to collaborate creatively, contribute to product development, and help shape how the brand connects with its community.”

The rollout begins this summer with a creative spot positioning Blenders as “the glasses with the stripes,” followed by a series of integrated campaigns, product launches, and collaborative projects.

The hire extends a run of brand work for Howlett, who has fronted national campaigns for Lay’s, Alaska Airlines, and State Farm and is managed by Greenlight Group, the talent management firm that also engineered his rapid-turnaround Lakers coverage of the Luka Dončić trade in February 2025 under its Stallion Sports banner, a video that Greenlight said ESPN picked up organically for its own YouTube channel. That project, built around Howlett’s investigative style and his fans’ immediate demand for insider access, tracked with an audience that has since grown from 35 million followers to 50 million. 

The Chief Content Officer title goes further than that campaign-by-campaign model, giving Howlett standing input on Blenders’ product and creative decisions rather than a fee for appearing in them.

Photos: Courtesy of Blenders Eyewear

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