Why Jhon Duran can be the 'the best striker in the world'

It was while walking through Warsaw airport in September 2023 that Mail Sport was first alerted to what the football world thinks of Jhon Duran.

The Colombia forward had been labelled one of the best young talents in the game when he signed for Villa in January 2023, yet such claims must always be taken with a pinch of salt. After all, clubs are hardly going to play it down when they spend £18million on a little-known footballer with limited senior experience.

Yet a WhatsApp exchange with a prominent sporting director, who was working in Italy at the time but is now elsewhere, is worth recalling now.

The conversation was originally about Albanian forward Ernest Muci, who had scored twice for Legia Warsaw against Villa in the Europa Conference League the previous night and joined Besiktas for £9m the following February.

Yet in response the sporting director wrote: 'The forward I need is Duran. I've known about him since he was 16. He'll become one of the best strikers in the world.' Duran had also scored the previous night but sadly for this official, his club did not have the resources to make it happen.

Against Everton on Saturday, Duran proved this verdict right. His third goal off the bench this season was his best, a swerving strike from 30 yards that sunk Everton, and showed he is a special talent.

Yet for those who want Duran in Unai Emery's preferred XI, he is fine as he is. The 20--year-old might not like it but Ollie Watkins is one of the best forwards in the county and deserves to start.

For now Duran is the game breaker, Villa's king of chaos. If you're looking for a parallel, Mario Balotelli is a reasonable place to start. They are both powerful, athletic forwards with outstanding technique and unpredictable personalities.

Too often his own worst enemy, Balotelli still had a fine career. He won the Champions League with Inter Milan in 2010, the Premier League with Manchester City in 2012, six more major trophies and 36 caps for Italy. If Duran plays his cards right, he can achieve all of that and more.

It is a pretty big 'if' though. Duran is still a Villa player because of circumstances, not because of a careful plan or Unai Emery's determination to keep him.

They spent much of the summer trying to move Duran to Chelsea and had West Ham offered a little more than £32m, Duran would now be at the London Stadium. The previous January, Villa contacted half of Serie A pleading with them to take Duran and allow them to sign another forward.

Emery recognised Duran's talent but had become fed up of his erratic performances in training and inconsistent behaviour. His team-mates patience was similarly tested. No wonder John McGinn once described 'Big Jhon' as 'a bit nuts at times' and occasionally 'a nightmare to have in your team'.

Villa's recruitment team always knew this was possible and still took the risk, for which they deserve great credit, because Duran is worth at least triple what Villa paid for him.

Johan Lange, now technical director at Tottenham, had been aware of Duran since he had a similar role at Copenhagen. Lange and his team had been tracking Duran after he made his debut at 15 for Envigado in a Colombian Cup match.

Several top Colombian players including James Rodriguez, Juan Fernando Quintero and Fredy Guarin have been through the same academy and when players do well there, lights start to flash in European recruitment hubs.

After moving to Villa in 2020, Lange and his team kept an eye on Duran, who had moved to Chicago Fire in 2021. By now they were not the only ones, with AC Milan and the Red Bull suite of clubs also very interested.

Yet Villa nailed it with a presentation to Duran's father, Regino, at Villa Park towards the end of 2022. As they showed a video to Duran snr that included footage from his son's best moments at Envigado and Chicago Fire, Lange and recruitment officer Rob Mackenzie explained why Villa would be the best place for Jhon. It is thought Regino was close to tears by the end of the meeting.

Emery has doubtless felt the same, though for different reasons. Duran has been a regular visitor to his office, and those of key allies Damian Vidagany and Monchi, at Bodymoor Heath. Yes, Jhon, we believe in you. Yes, Jhon, we know you are talented. No, Jhon, you are not the starting centre-forward – that is Ollie Watkins.

And there is the rub. If Duran was flirting with Chelsea and West Ham on Instagram throughout the summer, it is because he believes he is better than Watkins. Over the long term, he may be right, but Emery is wise to use him sparingly.

Contacted by Mail Sport again after Duran's strike against Everton, the European sporting director was feeling chipper. 'Only a matter of time,' he wrote. 'He's just too good.'

Emery clearly agrees and given his record with forwards, such as Kylian Mbappe, David Villa, Pierre-Emerick Aubameyang, Edinson Cavani and Watkins, Duran really could not be in better hands. As long as he realises that himself, of course.