As interest in his challenge has gained momentum, Frank Ilett has collaborated with various commercial brands to expand his reach.

A concept that started as a casual online post has evolved significantly over 493 days, surpassing its creator's initial expectations.

On 5 October 2024, Frank Ilett, also known as The United Strand, posted a video where he vowed not to cut his hair until Manchester United achieved five consecutive wins.

In the video, Ilett conducted a poll among his followers, asking them to predict when he would have his next haircut: in 2024, 2025, or 2026.

Out of 27,000 respondents, 90% predicted 2026, and following Manchester United's 1-1 draw at West Ham, the wait continues.

Ilett's social media following has grown to over 2.3 million, and he hosted a YouTube livestream of the West Ham game, which drew over 100,000 viewers at its peak.

In an interview with BBC Sport 365 days into the challenge, Ilett explained that the 'no win, no trim' concept was initially intended as a lighthearted way to share positivity with fellow Manchester United fans during a difficult period.

Ilett stated that his goal was to bring joy to other Manchester United fans during a challenging time for the club.

According to Ilett, there was no elaborate plan behind the challenge, just enthusiasm and a desire to support his team.

Ilett initially thought the challenge would last only three or four months, but it has taken on a life of its own, he told BBC Sport.

Manchester United last achieved five consecutive wins between January and February 2024.

Although it may seem like a recent achievement, Ilett noted that history offers little comfort in this regard.

The club's longest drought without five straight wins lasted 902 days, ending in January 1999, a statistic Ilett tries not to dwell on.

Ilett started the challenge thinking it was just a temporary slump, especially given United's FA Cup win in May, but the team's form has been disappointing, he said.

As time passed, the challenge evolved from a lighthearted video into a symbol of United's struggles, with Ilett's hair becoming a weekly reminder of the team's performance.

Ilett believes his hair serves as a visual representation of Manchester United's current state, which may be why the club has not been in contact, but he hopes this will change as the team's fortunes improve.

Along with growing attention, Ilett has faced new challenges, including monetization and increased responsibility.

Ilett acknowledged that the challenge is no longer just about him, as many people are now invested in the outcome.

Ilett has partnered with major media brands and has an agent to handle commercial inquiries, allowing him to capitalize on his growing popularity.

When asked about his ideal haircut scenario, Ilett told BBC Sport that he has a specific location in mind.

Ilett expressed his desire to have his haircut on the pitch at Old Trafford, possibly by one of the players, but this will depend on various factors.

The story of one man and his highly anticipated haircut has captured the attention of many.

However, for Manchester United, Ilett's prolonged wait for the team to win five games in a row has become an unwanted distraction.

Initially, it seemed like the team was willing to play along with the challenge, but this attitude has since changed.

Now, the club is maintaining a distance from Ilett's challenge, both publicly and privately.

Manchester United's captain, Bruno Fernandes, and manager, Michael Carrick, were dismissive of the challenge after the team's fourth consecutive win, although Carrick's awareness of the challenge, courtesy of his children, highlights its broader appeal.

Ilett's daily social media updates and before-and-after photos have become a reminder of the team's struggles, which were initially amusing but have since lost their humor.

Ilett plans to donate his hair to the Little Princess Trust and has set up a JustGiving page for the charity, allowing supporters to contribute financially.

The initial fundraising target of £500 has been significantly exceeded, with the total reaching £6,132 by Tuesday afternoon.

At the time, Ilett's pledge did not seem extraordinary, given Manchester United's recent history of achieving five consecutive wins.

The team had achieved this feat eight months prior to Ilett's challenge, and it had happened 11 times in the 11 years following Sir Alex Ferguson's retirement.

The longest gap between five consecutive wins was from 25 January 2019 to April 2021, highlighting the team's inconsistent form.

Since Ilett made his vow, Manchester United's form has been underwhelming, with the team only managing to win three games in a row twice until Michael Carrick's arrival.

In contrast, other top teams, including Arsenal, Manchester City, and Liverpool, have achieved five consecutive wins recently.

Even Tottenham, who have struggled with their form, managed to achieve this feat last season, including a win against Manchester United.

Some fans have grown tired of Ilett's humor and the attention surrounding his challenge.

One supporter was banned from Old Trafford for attacking Ilett on the concourse during a game against Chelsea in September 2025.

Others have criticized Ilett for monetizing his challenge, including his involvement in a major gambling company's advert, which he has denied being highly lucrative.

Many fans have defended Ilett, with most responses to his appearance on the Stretford Paddock podcast being positive.

The majority of fans, regardless of their stance on Ilett's challenge, are eager to see it come to an end.

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