Hugo Ekitiké loves fashion, sits front row at Balenciaga and runs two Instagram accounts at once. Yet the Liverpool striker only reveals as much about himself as he wants to. Who's behind one of the most interesting characters of his generation?
Few players move with the kind of coolness Hugo Ekitiké shows on and off the pitch. On Instagram, the Frenchman appears at the airport with a Louis Vuitton FW24 “Streamer 65” bag by Pharrell Williams, in front of the camera with Katy Perry or alongside Pierpaolo Piccioli, Balenciaga’s Creative Director.
In between: football, travel, and a constant rotation of outfits. The Liverpool striker has no interest in pinning himself down to one particular style.
Hugo Ekitiké Refuses to Commit to One Style
“Sometimes streetwear, sometimes classy, sometimes more extravagant,” Ekitiké described his style in June 2025, speaking to his then-club Eintracht Frankfurt. Instagram makes clear what he means. Sometimes Ekitiké wears oversized fits, sometimes a suit at Wimbledon, and running through it all is his soft spot for statement bags.
Fashion was already part of Ekitiké's life back when he still played for Paris Saint-Germain. At the Louis Vuitton show in January 2024, he turned heads with a pink jacket and eye-catching glasses. Two years later, Ekitiké was no longer just a guest at another fashion house.
Balenciaga Put Hugo Ekitiké in Front of the Camera
For a Balenciaga sneaker campaign, Ekitiké stood in front of the camera himself in spring 2026. Alongside Chinese actress Yao Chen, he presented the Radar and Triple S.2 models.
Creative direction came from Pierpaolo Piccioli, Balenciaga's creative director since 2025. A few weeks before the campaign launched, Ekitiké sat front row at Balenciaga's Fall/Winter 2026 show in Paris, right next to Anna Wintour, the former long-time editor-in-chief of American Vogue.
On @heesheki, Hugo Ekitiké Shows More of Himself
Anyone who follows Ekitiké only on his official Instagram profile knows just one part of his online presence. Under @heesheki, the Liverpool striker runs a second account, where the content feels rawer and more behind-the-scenes than on his main account.
That puts Ekitiké in a line of footballers, including Nick Woltemade, who use so-called finsta accounts to give fans a more personal glimpse.
In December 2025, Ekitiké explained to Liverpool FC why he runs the second account. It gives him more space to show how he feels and what he likes. “I'm human,” Ekitiké said. He wanted to show that he was “just like you.”
Even the music matters to him. Sometimes, he says, finding the right song for a post takes longer than choosing the pictures.
Hugo Ekitiké Decides for Himself What Goes Public
Ekitiké is fine with the attention. That doesn't mean he wants to make his entire private life public.
Speaking to BBC Sport in October 2025, he said people didn't need to know what he does at home, how he spends his free time, or what he talks about with his brother.
He did reveal a few things, though. With two days off, he flies to Paris to see his family. With just one day, he'd rather spend it at home, with recovery, PlayStation, the pool, a hot tub or a film. He also likes to draw, people, life, pretty much anything, as he told BBC Sport.
How much of that becomes public is something Ekitiké decides quite deliberately. As for his own relationship with fame, he's already found the sentence that sums it up best: “I like to be famous but unknown.”
