Phil Foden exclusive: ‘I still feel that hunger, that fire in my belly’

Phil Foden comes alive when there’s a ball at his feet. We’re in the middle of a photoshoot for Hugo Boss’s latest fragrance at a hotel just outside of Macclesfield. It’s busy on set, A$AP Rocky tunes blaring out from the speakers, people bustling about making sure everything is running smoothly, the photographer, catering, Foden’s team, handlers from Manchester City. But though he’s at the centre of it all, Foden is not distracted – completely unfazed as he starts doing tricks with the ball, kick-ups, dribbling, showing off for the camera that agility and control he’s become so famous for. 

Until now, Foden had been posing for pictures, getting shots for the BOSS Bottled Triumph Elixir campaign for which he is the new ambassador, filming clips for the all-important social channels, signing merchandise for the fans. But it’s when the ball comes out that he truly lights up, his passion for the game clear to see. Away from the crowds and pitch, his teammates, managers and fans, he still feels the same love as he did growing up. “Nothing’s changed. I still feel that hunger, that fire in my belly since I’ve been young. As a kid going through the academy, I still feel the same way. Everytime I put a City shirt on,” he tells me later that day. “I never lose. I just love playing football each and every day.” 

Football loves him just as much. Foden has just had the season of his career. A few days after our interview he scored a hattrick against Brentford, adding to his tally that ultimately racked up to 25 goals and 11 assists in all competitions. He scored twice in the final game of the season giving City the victory needed to be Premier League champions once again and he was voted Player of the Year for 2023/24. It’s unsurprising, then, that he’s been described as one of the world’s most naturally gifted players of his generation who has shone brighter than any other player in English football this season. He will, undoubtedly, play a key role in England’s upcoming Euros 2024 campaign.

Also unsurprising that Hugo Boss turned to him, alongside fellow footballers Eduardo Camavinga and Kai Havertz, to be the face of a fragrance named for and inspired by the concept of triumph. Crafted by master perfumer Annick Menardo in collaboration with Suzy Le Helley, Bottled Triumph Elixir is an ambery-green, earthy scent, with notes of violet leaf, vetiver essence and patchouli. The result is a crisp, uplifting fragrance that Foden describes as “proper summery-y to be fair, a fresh smell. I like it a lot.”

To mark the launch of the fragrance, we chatted to Foden about the new fragrance, keeping up with his haircuts and how he’s preparing for the upcoming Euros.

Why was Hugo BOSS a brand that you were interested in partnering with?

Phil Foden: Ever since [I was] a kid I’ve always used Hugo BOSS. Whether it’s the sprays or the clothing. So I’ve been really excited to work with them and now it’s happened. Yeah, really happy. 

What did you think when they approached you to be the ambassador for their new fragrance, BOSS Bottled Triumph Elixir? Was that something you had wanted to do? 

Phil Foden: Definitely. It’s something I’ve always wanted to do. So yeah, I was excited. And I’m really happy to be part of Hugo BOSS and [be] working with them.

And how’s the experience been shooting the campaign so far? 

Phil Foden: It’s been fun. I’ve met some nice people along the way. Enjoyed every minute. 

Do you have any memories that standout?

Phil Foden: I think the last one when I met a few of the other lads as well. [Eduardo] Camavinga and [Kai] Havertz. Just to speak to them and shoot with them as well was really nice. 

The fragrance is called ‘BOSS Bottled Triumph Elixir’. What does the word triumph mean to you?

Phil Foden: On the pitch, winning is everything. Playing for a club like Manchester City, there is a lot of expectation to win trophies. The manager wants us to be relentless in everything that we do so triumph on the pitch is being competitive in every battle and action we do. Away from the field, triumph ultimately is being a good person in everything I do.

What’s been your biggest triumph so far?

Phil Foden: Winning trophies, I think. Being successful in football as well. 

Was there a particular trophy that has been most meaningful to you?

Phil Foden: I think the Premier League. Getting my hands on the Premier League was massive for me growing up. To win it four times now, it’s been a pleasure every time. 

Are there any triumphs that you’re still aspiring to? 

Phil Foden: Yeah, hopefully win something for the national team and just keep winning as many as I can for [Manchester] City.

How do you keep being a BOSS every day? What does that mean to you? 

Phil Foden: Just setting examples for the young kids. Being a role model for them on the pitch and off the pitch.

And when you put on a fragrance, what do you want it to do for you? How do you want it to make you feel? 

Phil Foden: For hopefully someone to go, ‘that smells nice’ [laughs]. No, just to smell nice and feel fresh. 

Do you get confidence from smelling good?

Phil Foden: I think it does make you confident when you know you smell nice. It puts a smile on your face. 

Is grooming important to you? Is it something that you like to put time and thought into? 

Phil Foden: I always keep up with my haircuts, have to get that once a week at least. I’ll have to get a few facials, look after my body. When I feel better, I play better on the pitch, in a way. So it’s important for me.

Your skin does look great!

Phil Foden: Thank you.

If you ever want to share your skincare routine let me know!

Phil Foden: It’s top secret [laughs].

Top secret? Fair enough! And who has had the most impact on you in terms of style and the way that you dress? 

Phil Foden: That’s a difficult one. I feel like I’m my own person in that way. I like to [wear] whatever I think is nice, or is the right thing to wear. Just go like that and don’t really look at anyone else. So I think since [I was] young I’ve always had my own way and my own style of doing things.

That’s quite refreshing, a lot of people just follow trends.

Phil Foden: Yeah, a lot of people do to be honest.

You feel quite free to express yourself? 

Phil Foden: Yeah definitely. And try different things and see how it is. 

Do you do any pre-match grooming to help you prepare for a match, in terms of skincare or hair?

Phil Foden: Probably my hair cut, like I said. You know, making sure my hair’s fresh and my skin’s good. It makes me feel better and makes me play with confidence on the pitch. So I think them two things are the most important. 

Do you have any mental rituals to get into that match mindset?

Phil Foden: Not really. Better music in the changing room maybe? But yeah, not really much, no. 

You’re just always ready to go!

Phil Foden: Always ready, yeah [laughs]. Always ready!

How has your style changed, do you think, as you’ve gotten older and more successful?

Phil Foden: More mature I’d say. I feel like when I was younger, I was into a lot of bright colours. But now I think it’s matured a lot. 

And how are you preparing for the upcoming Euros? 

Phil Foden: Looking forward to it. Hopefully keep performing on the pitch and playing good so I can get selected in the team. Yeah, it’s a competition that I love playing for England. It’s everyone's dream to put an England shirt on so I can't wait. I'm looking forward to it.

BOSS Bottled Triumph Elixir Eau de Parfum is available to buy here.