West Ham United today launches a new fan-featured content series, Rooted In, which in our inaugural edition celebrating Black History Month, highlights a collective of West Ham supporting young Black creatives — featuring award-winning music producers, media leaders, podcast hosts, and photographers.
Rooted In dives into personal stories of pride, identity, and connection to West Ham. Through their voices, we explore the powerful intersection of creativity, community and the Club’s legacy, reflecting its deep roots and dynamic future.
In our first edition, Johnny Kay, Philippa Ako, Mohamed Abdulle, and Guvna B are among a host of stars in our local community who sit down with West Ham to discuss topics such as identity and culture, helping inspire the next generation with their passion and authenticity.
Here’s everything you need to know about our guests ahead of this evening’s launch of Rooted In.
In the first of our new series, Versus Chief Commercial Officer Johnny Kay reflects on his earliest childhood memories of supporting the Club, his experience of growing up as a Black West Ham supporter, which Black athletes influenced him most, and his experience of working with his childhood Club.
Next up will be lifelong Hammer, Phillipa Ako, who is a podcaster and West Ham fan. Ako was one of the community features of our 2023/24 away campaign and regularly shares her passion for the Club on the popular football podcast Goal Diggers, an all-Black female podcast focusing on the men’s game.
Stratford photographer Mohamed Abdulle, also known as ‘Mabdulle’ on Instagram, will be the third to feature in our new series. Currently just finished touring with Lewis Hamilton for Formula 1, over the years, he has established a strong presence in the London creative scene, starting from humble beginnings as a spare-time street shooter capturing gritty portrayals of city life. Mabdulle is now a full-time photographer and creative director, collaborating with some of the industry's biggest brands and artists, such as Facebook, Stormzy, Victoria Beckham, and Adidas, among others.
Guvna B, a talented rapper, author, and West Ham Season Ticket Holder who may already be well-known to Hammers supporters for the work he’s done with the Club in recent seasons, is last to feature on Rooted In. He has released ten albums, written two books, produced segments for the BBC, and served as a football pundit for Sky Sports News' Good Morning Transfers. With West Ham, Guv has worked on a range of projects, from interviews with Aaron Wan-Bissaka to rapping in Mohammed Kudus’ transfer announcement.
That first interview will be available in full on whufc.com and our official app later today.
