From Pretzel King to Eagles Content Creator: The Story of Justin "The Wingman" Hero
What does it take to walk away from a stable business and bet everything on your passion? For Justin Hero (better known as "The Wingman"), it meant selling a thriving Philly Pretzel Factory to go all-in on Philadelphia Eagles content creation.
On this episode of Superfan Diaries, host J.R. Green sat down with Justin to unpack the journey, the sacrifice, and the jaw-dropping moments that come with building a brand from pure fandom.
A Diehard Fan Since Day One
Justin grew up in Pennsylvania's Lehigh Valley, Eagles training camp territory, and has been going to Philly sports games since he can remember. His earliest stadium memory says it all: a preseason Eagles vs. Bills game where fans in the 700 level were ready to throw hands over a meaningless August matchup. That raw, electric Philly energy didn't scare him off. It pulled him in.
"I really resonate with the culture of Philadelphia," Justin explained. "The underdog story, the passion, the brotherhood. I love everything about it."
The Pretzel Factory to Content Creator Pipeline
Before the Instagram reels and YouTube series, Justin owned and operated a Philly Pretzel Factory in York, PA for five and a half years. He built it from scratch: fresh pretzels daily, Door Dash deliveries, contracts with local Giant grocery stores, and a "Wall of Fame" covered in player photos that had customers asking for stories instead of just orders.
The turning point came when a connection through the pretzel world led Justin to personally drive Eagles cornerback Darius Slay to a memorabilia signing. That moment cracked open a door. He sold the store at its peak, took the proceeds, and went full throttle on content.
"I don't have any regrets. I followed my passion," he said. "I've done both, and I'm proud of that."
The Moment Everything Changed: Going Viral
Justin's first viral moment was beautifully unscripted. At a Philly memorabilia show, he struck up a conversation with Big Dom Iannoce, the Eagles' legendary head of security, by leading with a simple, disarming line: "From an Italian to an Italian, nice to meet you." He asked where to eat in Philly. Dom said Roman's on Thursday. Justin went, filmed it, posted it. The rest is content history.
From there, he started filling his calendar with signings, live events, and Eagles games and building relationships one authentic interaction at a time. His advice to aspiring content creators cuts to the core: "If it makes you laugh, if it inspires you, if it makes you feel an emotion, there's a good chance other people will feel that too."
The Saquon Barkley Room, Dr. J Courtside & Inside the Eagles.
Justin's access has produced some genuinely surreal moments:
- A private 5-hour signing with Saquon Barkley, who spent part of it asking Justin about his pretzel factory (they're both from the Lehigh Valley).
- Riding in an SUV with NBA legend Julius "Dr. J" Erving, surrounded by armed security, then being escorted courtside at a Brooklyn Nets game.
- Filming DeVonta Smith's electrifying opening run during the 2025 NFC Championship, one of his most-viewed pieces of content ever.
These moments didn't happen by accident. They happened because Justin showed up, stayed consistent, and treated every connection like it mattered. His YouTube series, Inside the Eagles, produced with the team at Bacon Shake Worldwide, is now over a dozen episodes deep and growing.
Justin the Wingman didn't just bet on a team. He bet on himself.
He turned a pretzel factory, a Wall of Fame, and a lifetime of Eagles Sundays into one of the most authentic sports content brands in the Philadelphia market. And he's just getting started.
🎧 Hear Justin's full story on the SuperFan Diaries Podcast — where passion meets the game.
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