It’s been Caleb Williams’ breakthrough season for the Chicago Bears, but some of the headlines have been about the logo on his cleats. The quarterback received two fines from the league. So why does the NFL care about logos on players’ cleats?
Commercial Partnerships
The NFL operates a strict sponsorship system. Sportswear companies pay millions of dollars to display their branding on players’ gear during games. Nike, Adidas and Under Armor are currently the only brands allowed to display their logos on cleats.
These agreements (and the money) give approved companies exposure during TV games, press conferences and highlight footage. A recognizable logo worn by a popular quarterback can reach millions of viewers.
In other words, an NFL playing field is essentially advertising space.
Allowing unlicensed companies to display their logos would undermine the exclusivity paid for by established sponsors. And that’s why Williams received $11,941 for wearing the Caddix logo against the Atlanta Falcons and then another $23,882 for doing the same thing against the New England Patriots.
Williams and Caddix
Williams may have worn the cleats, but he had to cover the logo to avoid fines.
Caddix passed NFL equipment testing in May 2025 and received approval as an unlicensed shoe manufacturer. The company logo needs to be hidden.
Williams eventually wore matte-black Caddix shoes with no visible logo against the Seattle Seahawks, explaining that he wanted to “keep things calm” for the sake of the Bears.
Around the world, The Bears are widely seen as one of the favorites for the Super Bowl this season. They can have short odds for many of their games on sites like the Uganda betting platform.
Why is Williams wearing a Caddix?
Williams’ quarterbacks coach Tom Gormely said the player first tried the company’s gear in 2025.
But last offseason he really worked out with them. According to ESPNWilliams would share feedback with Gormely, who would then pass it on to Caddix.
Williams says the new cleats have been easier on his joints, ankles, feet, and knees.
The company’s SmartStuds technology features movable cleat tips designed to respond to changes in movement. Its purpose is to reduce rotational force traveling through the foot to the ankle and knee, potentially reducing exposure to certain non-contact injuries. Williams called them “science cleats”.
Jack Rasmussen, who co-founded Caddix with his father Jeff, said all 32 teams have ordered at least one run of the cleats.
Caddix
In an interview with Revenge of the Birds in early 2026, Rasmussen said his background as a former athlete is part of his motivation. He recalled that it was not uncommon to see injuries derail great college football careers. “So much potential” is often wasted.
Rasmussen recalled seeing Jamaal Charles come down with the Chiefs. His father and he planned how to fix these types of injuries. Rasmussen senior is in advertising, and son Jack “just doesn’t exist.” She quit her housekeeping job, moved back in with her parents, and studied biomechanics.
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