2010–13Football
Football came first. After leaving school, Jide joined the academy at Ipswich Town, then moved to Leicester City, where he signed a professional contract and played for the U21s.
Then he was released. He kept playing in non-league, before heading to Lancaster University to study Economics: the start of a different path.
2016–23Yoke
While working at the start-up Sweatcoin, Jide saw how much value influencer marketing could create.
With his best friend Mustafa Mohamed, he co-founded Yoke Network, a performance-based influencer marketing business working with some of the world's leading mobile apps and brands.
Yoke grew to a team of 30+ across 5 countries, and helped creators earn over $5M over the life of the business.
2020The WaveHouse
In 2020, Yoke launched its production arm: TheWaveHouse, an influencer creator house.
A viral face mask launch took the collective to 1M TikTok followers in its first week, and it went on to pass 4M. Over two seasons, it appeared on Vice, Channel 4 and For You pages around the world.
2023–SaintJidz
After building Yoke, Jide found the confidence to step in front of the camera, with one mission: to change the narrative.
As a British-born Nigerian, he started documenting his life: travelling the world, meeting talented people and pushing himself to the limit, consistently. It had all become normal to him. To others, it was inspiring, and that became the point: to inspire the next generation through content.
Through his community, USVE, his content and now documentaries, he is building a next-generation, vertically integrated media company.