Startup Caddix offers to pay NFL player Caleb Williams’ uniform fines
Baltimore-based footwear startup Caddix has offered to cover $35,823 in NFL fines issued to Chicago Bears quarterback Caleb Williams for wearing unauthorized cleats.
Chicago Bears quarterback Caleb Williams has been fined $35,823 by the NFL for wearing Caddix-branded cleats during two games. The fines were triggered by the league’s policy requiring players to wear equipment exclusively from official partners, which currently include Nike, Under Armour, and Adidas. Williams does not have a formal endorsement deal with Caddix.
Caddix, a three-year-old startup, has publicly offered to pay the full amount of the fines. The company’s founder stated that the move is intended to signal support for the product, which features specialized 'SmartStuds' technology designed to reduce torque and lower the risk of lower-body injuries such as ACL tears. The company has also utilized billboards in Chicago to draw attention to the situation.
Industry analysts note that this strategy allows smaller athletic brands to gain visibility alongside professional athletes without the constraints of traditional sponsorship contracts. While the founder acknowledged the marketing value of the stunt, he maintained that the decision was also a gesture of belief in the performance-enhancing claims of his equipment, which Williams began testing during his recovery from a hamstring injury.