Almost 100 NFL players wear Caddix, but Caleb Williams, the Chicago Bears’ starting QB, became the one getting fined. He has no endorsement deal with the company either, and had already been fined $11,941 in Week 6. Yet, Williams showed little interest in switching footwear. The cleats had worked for him, and he was willing to accept a financial penalty if they helped him stay healthy. His explanation was unusually direct: “If that can give me a small percentage up and it works, then that’s what I’m gonna do.”

Well, Williams had his reasons for sticking with the cleats. He had already missed three consecutive games with a hamstring injury before returning in Week 6. And although he had worn Caddix cleats earlier in the season, including during the game in which he suffered that injury, Williams explained that his knees, ankles, and feet had bothered him less in these cleats than with other pairs. 

Then came another problem: the NFL doubled his fine to $23,882 after a second violation in Week 7. Continuing to display the Caddix branding was becoming an increasingly expensive choice, but giving up the footwear wasn’t what Williams wanted either. So, ahead of the Week 8 game against the Seattle Seahawks, Williams found a middle ground.

Rather than switch cleats, the Bears quarterback concealed the Caddix branding, allowing him to continue using the footwear without displaying its unauthorised logo.

“No logo necessary!” the brand wrote on X while reacting to Williams’ practice ahead of the Week 8 game.

Why Does Caleb Williams Prefer Caddix Cleats?

Williams prefers Caddix because of its SmartStuds technology. The studs are designed to flex and release under pressure, reducing the rotational forces that travel through a player’s lower body during sudden movements. These forces can contribute to knee and ankle injuries, including ACL tears.

In simple terms, the technology is designed to stop a player’s foot from staying firmly planted when the rest of the body changes direction. This could reduce stress on the joints and lower the risk of non-contact injuries.

Caddix says its cleats have passed the NFL’s health and safety testing. Rasmussen also told Front Office Sports that NFL teams can purchase them through their equipment managers. However, being cleared for use doesn’t mean the company has permission to display its logo during games. And while Caddix claims its technology can help reduce injury risks, that doesn’t mean it has been proven to prevent injuries.

Why Does the NFL Have a Problem With Caddix?

The issue isn’t necessarily the cleats themselves. It’s the branding. The NFL has footwear partnerships with Nike, Adidas and Under Armour, while a limited number of players can also wear Air Jordan footwear. Other brands cannot display their logos on players’ shoes during games without league approval.

Under Rule 5 of the NFL rulebook, players cannot display unauthorised commercial branding on their equipment. However, they can still wear footwear from other companies as long as all visible logos, brand names and other commercial markings are covered or removed. This process is known as spatting. Williams’ blacked-out Caddix cleats follow the same approach.

There’s also a financial reason behind these restrictions. Under the NFL’s agreement with the NFL Players Association (NFLPA), players share in the revenue generated through the league’s authorised footwear partnerships. So, these rules aren’t just about protecting the league’s sponsors. They are also tied to a commercial arrangement that benefits the players.

Caddix Is Willing to Pay Williams’ Fines, But There’s a Catch

Williams isn’t being paid to wear Caddix, but the company has offered to cover his fines. Rasmussen told Front Office Sports that he hadn’t spoken directly with Williams about the penalties, although he had been in touch with his father.

He acknowledged that the controversy has brought the company publicity but said supporting Williams was more important.

“Regardless of the marketing benefits we get from this, I think it’s … the right thing to do. I’m not trying to backdoor anybody, by the way. I’m just trying to do what’s right by the player. And if he wants to prioritize wearing something that he feels comfortable in, like, I’m going to support it.”

Williams has also received support from another NFL quarterback, Joe Flacco. According to Rasmussen, Flacco has worn Caddix cleats for three seasons without being fined, despite displaying the branding. He also offered to cover any fines Williams received.

Flacco is also an investor and adviser to Caddix, making his support particularly relevant. His experience shows that Williams isn’t the only NFL quarterback who has stuck with the brand, although it doesn’t mean Flacco had an exemption from the league’s branding rules.

Why Can’t Caddix Become an Official NFL Partner?

Caddix would like to display its logo during NFL games without worrying about fines. But becoming an authorised partner is currently beyond the company’s budget.

Rasmussen explained that Caddix has just four employees and has been selling cleats for less than 24 months. The company simply cannot afford the price of on-field branding rights.

“And then the second [component] to that is the money game that comes down to, ‘Hey, how much are you willing to spend to have your logos on the field?’ And that dollar amount is significantly higher than anything we can conceive right now at Caddix. It’s not in our realm of possibility right now.”

That also puts the company’s growing presence in the NFL into perspective. Rasmussen initially estimated that close to 100 players wear Caddix, although he later put the figure above 80. He admitted that it’s difficult to get an exact count because the company doesn’t have contracts with these players. They are free to switch footwear whenever they want, as Caddix doesn’t pay them to wear its cleats.

Rasmussen also claimed that some players have turned down or walked away from existing footwear deals to use Caddix instead. For a company that has been in the cleat business for less than two years, that’s a notable development.

Williams Has Also Appealed His NFL Fine

Covering the branding doesn’t necessarily mean Williams’ dispute with the NFL is over. Rasmussen told Front Office Sports that the quarterback had appealed at least one of his fines, with a hearing scheduled for November 10.

He also described the appeal process as unusual for a logo violation. Such appeals are more commonly associated with on-field incidents like targeting or hip-drop tackles.

“The appeals don’t really happen for logos, I’m told. That’s more of about a targeting or a hip-drop [tackle] or something like that. But this is kind of rare air we’re breathing.”

The hearing could determine whether Williams has to pay at least part of the $35,823 in fines. Until then, he can continue wearing Caddix cleats as long as the branding remains concealed.

Why Williams Finally Decided to Cover the Logo

Williams explained his decision after the Bears’ 34–17 win over Seattle on November 2. He said he wanted to put an end to the attention surrounding his footwear rather than let it become a distraction for the team.

“Just to calm things down, man. It was a big week and I’m not here to create any B.S. towards the team. I wanna keep that to a minimum from my side. Obviously I get a lot of media, and so just trying to minimize that as much as possible.”

So, Williams hasn’t given up on Caddix. He’s simply found a way to keep wearing the cleats without putting the company’s branding on display.