He rejected Manchester United. Been compared with Cristiano Ronaldo. And even has politicians weighing into the transfer talk swirling around him.
If there's to be one breakout player for 2016, it has to be Federico Bernardeschi, the 21 year-old Fiorentina midfielder.
It began with a trickle. News of Ariedo Braida, formerly of AC Milan, but now Barcelona's transfer guru, making special trips to the Stadio Artemio Franchi just to see Bernardeschi in person. But then, it quickly became a flood, as Viola insiders admitted scouts from Real Madrid, Chelsea, Manchester United, Bayern Munich and Tottenham had requested tickets. Their target was obvious - it was coach Paulo Sousa's new No10.
"Does knowing big clubs like Bayern and Barcelona are watching you have an effect?" asks Bernardeschi, rhetorically. "I see it just as talk. I have a group of people working for me and I am just focused on playing well for Fiorentina.
"My goal is the present, not the future."
Last season, Bernardeschi was away on-loan with Serie BCrotone. He performed impressively, but not enough to spark any interest beyond Italy. However, where it's all changed is through Sousa, once of Swansea City, but now in charge of Fiorentina.
Bernardeschi spent much of his junior career as a winger. But Sousa could see a No10 straining to get out - and gave the 21 year-old his chance in a central role this season.
"I like the new role. It excites me," says Bernardeschi. "And if it helps me to grow - and the team - I think it is really the best choice.
"I have a great relationship with Sousa. He made me feel important and did so immediately, I always try to repay his trust."
Sousa, no slouch in midfield himself during his playing days, has taken Bernardeschi under his wing. But it's tough love. As many local scribes have noticed, rarely a game goes by without Sousa giving his protégé both barrels from the touchline.
"Sousa made a massive impression on me from day one. He gives you security, has charisma and authority. The first thing he asked me? To be more focused and to work. Then to be quiet and follow his suggestions.
"If it irritates me when he's screaming from the bench? No, if anything, the opposite is true..."
Sousa's man-management is clearly working. The growing number of high-profile scouts in the stands every week is proof of that. And for those connected to the club, it's exciting to see a local lad make the No10 role his own.
Giancarlo Antognoni, the Viola great, says: "Bernardeschi is like me and not only because we wore the same number.
"He is a modern player, a hard-running, physical and technical player, who scores goals and makes assists as well.
"The more he plays, the better he'll become."
At Crotone, having seen Bernardeschi up close, they're in no doubt about the youngster's potential.
Salvatore Gualtieri, Crotone's vice-president, says Fiorentina's rising star made a great impression upon everyone at the club.
"He is a humble guy and serious, he has the qualities that will enable him to pursue a great career.
"You just needed to catch a glimpse of his qualities to see immediately that he was an above average player.
"Close to the penalty area, he reminded me of Cristiano Ronaldo."
Giuseppe Ursino, Crotone's sports director, adds: "Federico has enormous quality, I've always likened him to Sassuolo's Domenico Berardi. He can have an extraordinary career, but must have space and trust. Florence is the right place for him, however, he must be considered important."
In Florence, under Sousa, Bernardeschi has found that "trust". But it could've been so different if he had accepted an offer from Manchester United as a Fiorentina youth teamer.
"It's a bit of a long story," Bernardeschi shrugs, "but I'm convinced I made the right choice."
He adds: "It would be wonderful to reach the Europa League final against Manchester United, I sometimes imagine playing this game."
Now, United are back. But it's no clear run, with Europe's biggest clubs banging on Viola owner Diego Della Valle's door about discussing terms.
For local politician Ignazio La Russa, Bernardeschi's future lays abroad.
"I'm an Inter Milan fan. I'd like to see him go there," says La Russa. "But if I was his father, I would tell him to go to Barcelona."
But Bernardeschi insists he's in no rush. Wearing the No10 shirt for his local club. Playing for Sousa. He's not about to agitate for something bigger.
"I'm a flag for Fiorentina. Like (Francesco) Totti for Roma? Why not? The Della Valle think of me as the human image for the Viola? Of course, I would love to be able to be like that. But I must be successful.
"It can be achieved here."
