Jesse Lingard’s career has taken a different path since his time at Manchester United, and his ventures outside of football have faced significant challenges. The 32-year-old former England international now plays for FC Seoul in South Korea, where he has scored six goals and provided three assists in 26 appearances since moving to Asia 12 months ago. However, off the field, Lingard’s once-popular fashion brand, ‘JLINGZ,’ has faced financial difficulties and was forced into voluntary liquidation earlier this year.
Reports from January revealed that ‘JLINGZ’ accumulated nearly £300,000 in debt, prompting the company to close its doors. Lingard had applied for trademarks for clothing, footwear, headgear, and his iconic ‘JL’ goal celebration after the 2018 World Cup. The brand gained attention when Lingard was at the peak of his career, scoring for England in their match against Panama and helping the team reach the semi-finals in Russia. This success translated into a rise in popularity for Lingard’s personal brand, which seemed poised to make waves in the fashion world.
However, as the years went on and Lingard’s career saw ups and downs, the brand struggled to maintain its momentum. The 32-year-old’s move to FC Seoul marked a further step away from the spotlight, and it appears that the decline in his form and visibility contributed to the fashion brand’s downfall. Dave Powell, Chief Business of Football writer at Reach PLC, explained that fashion brands launched by celebrities are often tied to their fame and popularity, which can be volatile. As Lingard’s career faltered, so did the appeal of his brand.
The liquidation process revealed that the company was £276,883 in the red, with much of the debt stemming from unsecured loans, including an interest-free loan from Lingard himself. This suggests that Lingard invested personal funds into the venture, only to see it fail despite his initial enthusiasm and success.
Lingard’s journey into fashion had a promising start, but the decline in his on-field performance has made it difficult for him to maintain the brand’s appeal. Powell noted that many celebrity-backed brands suffer when the person’s popularity wanes, and Lingard’s drop in form for both club and country meant that his influence was no longer strong enough to support his business.
While Lingard’s career continues in the K-League, his struggles with ‘JLINGZ’ serve as a reminder of the volatility of celebrity-driven ventures, where fame can be fleeting, and success outside of football can be difficult to sustain. As Lingard moves forward with his football career in South Korea, the closure of his fashion brand marks a significant shift in his post-Manchester United journey.