How Joao Felix went from superstar to the Atletico scrapheap: Once the heir to Cristiano Ronaldo's throne, the struggling £115m man is back at Chelsea after failing to live up to his billing in Spain

By the time Benfica welcomed Eintracht Frankfurt to the Estadio da Luz in April 2019, Joao Felix was already making a name for himself. 

The 19-year-old phenomenon had a list of clubs trailing in his wake bursting at the seams with silverware after 12 goals and six assists to his name in his first full season with the Benfica senior team. 

But a brilliant, history-making hat-trick against Frankfurt in the last-eight of the Europa League sent both his reputation and his price tag into the stratosphere - it wasn't just the top club scouts in attendance that new they were watching something truly special.  

Felix was one of those slight, oh-so trendy inside forwards that is part winger, part attacking midfielder, part second striker that allowed him to be a devastating influence in a number of positions across the front line. 

Felix would end that summer at Atletico Madrid, who ultimately won the race for his services with a princely €127million (then around £115m) to bring him to the Spanish capital. So why just five years later has been confirmed as Chelsea's latest signing to allow to Conor Gallagher to go the other way?

Atletico were the toast of the town. They'd seen off the likes of Manchester City, Manchester United, Real Madrid and Barcelona. Oh, and Juventus, Liverpool and Chelsea. And then there was Borussia Dortmund and Bayern Munich. There weren't that many sides in the Champions League not interested in Felix's services. 

But there was already an issue lying in wait in Madrid. Diego Simeone's side are famed for their stoic, resolute and organised structure, with Felix anticipated to be the exception that proves the rule, a dazzling talent allowed a little more free rein to weave his magic. That did not prove the case.

A first season of just nine goals in 36 games, and only two strikes in LaLiga by February, suggested teething problems, but there were also fitness issues for the young Portuguese star, which understandably hampered his progress. 

The start of 2020-21, though, promised the return of the Felix the world knew and loved, with five goals and three assists in his first seven LaLiga games in a brilliant partnership with Luis Suarez. But the minutes dried up, the injuries came in and a coronavirus diagnosis all spelled another promising season ravaged. 

Though Atletico won the title that season, it was not due to any individual brilliance on Felix's part, and the player found himself at the centre of controversy towards the end of campaign. 

After coming off the bench to score against Villarreal, Felix turned towards the bench and appeared to shout 'Shut your f***ing mouth!'. The public were perhaps willingly persuaded by his explanation of a light-hearted jab at team-mate Renan Lodi, with whom he had an alleged wager, but with the player not exactly on Christmas card terms with Simeone, there was more than a sliver of doubt. 

'As well as talent you need to have commitment,' Simeone had said of Felix in 2020, not mincing his words when discussing his young superstar. 'When a player realises why he is playing for Atletico then everything comes together.' 

Despite his struggles in Spain, the talent was obviously still clear as day. Bayern Munich and Man United were reportedly still keen, but were rebuffed. Atleti chiefs appeared keen for their record signing to prove a success rather than face the ignominy of not being able to harness the biggest talent in the game. 

Something had to give, though. He was being played out of position, but struggling to adapt - whether through willingness or not remains unclear. A poor World Cup preceded a move to Chelsea on loan in January 2023. Would this be the fresh start? Could he return to the forefront with a bang? 

Well, he certainly made an impact. Within 58 minutes Felix was sent off, and immediately the pressure ratcheted up. While Felix's short-lived loan spell ended in just four Premier League goals in 16 games and not-so thinly veiled pleas to stay at the club that fell on deaf ears, there is at least the excuse that Chelsea at that point were struggling in all departments, so it was not the ideal environment to flourish. 

Another loan spell followed in 2023-24 with Barcelona, with Felix featuring on the left wing for the vast majority, and amid some much improved performances there were 10 goals in all competitions in 44 matches. 

Now, those are not the numbers of a £100m forward, there is no denying that. But crucially, Felix managed to stay largely fit throughout the season, an ankle problem ruling him out of a handful of games. It was the most consistent games that he had had since leaving Benfica, and that in itself is a huge achievement. 

There was now no secret of his poor relationship with Simeone, but Felix didn't exactly help things after scoring against Atletico for his loan club last term. That in itself is bad enough, but the fact that the Portugal star decided to stand on the advertising hoards, arms spread in celebration, well that won't have sat too well with the fanbase. 

If nothing else, that surely signalled the end of Felix's career in Los Colchoneros' colours, and so after 131 games, 34 goals and 18 assists Atletico Madrid find themselves on the wrong side of one of the most under-whelming transfer deals in recent history. 

Chelsea have retained an interest in Felix's services over the summer, and with a six-year deal agreed between the two parties and a reported £34m feel in place, he looks set to return to Stamford Bridge as the Blues' 13th summer signing.

Conor Gallagher's move to Atleti was confirmed on Wednesday after the Spanish side splashed £34m for the Chelsea academy graduate, paving the way for Felix's departure now that the funds were right for both parties.

So why is the man who man the 2019 Golden Boy award, who was touted to lead Portugal into the new era once Cristiano Ronaldo hangs up his boots, and shatter record after record on his way to lifting an RSI-inducing number of trophies leaving through the back door?

Well, it is fair to say that his play style didn't truly fit Atletico, and the player has not looked at a ball that can take on Simeone in a battle of wills and come out on top. He never truly delivered on his hefty price tag, but he deserves a large portion of the blame for struggling to adapt and his borderline childish and petty celebrations against his parent club.  

In Felix, though, Chelsea have a ludicrously talented individual, who perhaps needs nurturing in the right direction, a little bit of faith to encourage those flashes of marvellous brilliance that we were convinced would come in Madrid, and a steady base to re-discover his game from.

Enzo Maresca has more than enough on his plate, bedding in 12 other players this summer and introducing a brand new philosophy to Chelsea. They are not currently the steadiest of bases by any stretch of the imagination. 

But with the Italian preferring a possession-based counter attacking style of play, don't be surprised if by the end of the season the world is once again clamouring for a seat to watch one of the most technically-gifted players of his generation set about his craft with effervescent glee once again.