Real Madrid’s rookie sensation beats NBA stars at their own game
The forward continues to break records off the field, surpassing 15 million followers on social media.
As Real Madrid gear up for their trip to the United States, the stage is set for Xabi Alonso’s first major challenge at the helm: the Club World Cup. It’s circled in red on the calendar, with one objective—win at all costs. But while the team trains for their first shot at silverware this season, one player is already racking up victories in a different arena.
At just 18 years old, Endrick has already amassed 15 million followers on Instagram, making him one of the most followed young athletes in the world. His numbers outpace NBA icons like Kevin Durant and James Harden. With an engagement rate of 6.59% and an average of 555,000 likes per post, the Brazilian forward is making as much noise online as he is on the field.
Among his generation, Endrick towers above peers like River Plate’s Franco Mastantuono, PSG’s Désiré Doué, and Manchester City’s Claudio Echeverri in terms of followers. His most viewed Instagram post has 36 million impressions, and his most-liked photo has over three million likes. He’s also become a hot property for advertisers—his campaign with Neosaldina reached nearly 62 million views, while a collaboration with New Balance hit 55 million.
Endrick’s meteoric rise on social media is powered by a mix of on-field brilliance, off-field charisma, and carefully managed public image. In March 2024, after scoring decisive goals for Brazil against England and Spain, he gained nearly a million new followers—700,000 of them on Instagram alone.
“His career may still be in its infancy—he’s only completed about two full seasons in the pros—but Endrick has already set records at both youth and senior levels, including with the Brazilian national team,” says Thiago Freitas, Chief Operating Officer of Roc Nation Sports Brazil, the Jay-Z-led agency managing Endrick’s career. “He wasn’t just impactful—he was essential at an age where most players are still developing. That’s what drives this exceptional level of interest in him.”
That month, Endrick was the second-most-followed athlete in the world, trailing only Cristiano Ronaldo, who added 3.5 million followers according to data from Social Blade. Endrick brought in 1.6 million. Even Lionel Messi trailed just behind, with 1.5 million new followers.
Endrick also dominated the conversation on social media. Following the match against England, he became the No. 1 trending topic on X (formerly Twitter) worldwide, with more than 300,000 mentions in the hour after the final whistle. A few days later, he topped the trends in Brazil after the Spain match, racking up over 200,000 tagged posts. His online presence is now inseparable from his athletic reputation—he’s a star in both realms.
“His personality is a major factor,” Freitas adds. “He draws in people who don’t usually follow athletes. The way his following is growing on social media is unprecedented in Brazil—but this is just the beginning.”
In fact, Endrick’s media power was already on display at the end of 2023. A video of his visit to Real Madrid’s training ground was the club’s most-watched Instagram Reel of the entire year. Published on December 16, it showed Endrick meeting Carlo Ancelotti and his future teammates—and surpassed 77 million views.
A name with global pull
Endrick’s name has also surged in search trends across multiple continents. Google Trends data shows spikes in interest in Europe, Asia, and Africa every time he takes the field in Brazil’s yellow shirt.
In Europe, most searches came from Spain, Portugal, Italy, and Ireland. In Asia, countries like Bangladesh and Turkey led the way. In Africa, searches soared in Uganda, Congo, Ghana, Kenya, Nigeria, and Morocco.
“Spanish clubs have massive influence in North Africa, and Endrick’s move to Real Madrid has clearly boosted that interest,” explains Freitas. “In Asia, Brazil’s national team already commands a strong following. Bangladesh, for instance, is a country that practically splits in two during the World Cup—half rooting for Brazil, half for Argentina.”
“He’s a young player doing things we haven’t seen from anyone his age in decades—and doing it consistently, across different stages and levels of pressure,” Freitas says. “That kind of trajectory only fuels more fascination with his journey.”
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