Bears quarterback's cleat fines spark spotlight on small startup
Caleb Williams' use of unauthorized Caddix cleats has brought national attention to the four-employee company, which earned under $2 million in revenue last year.
By Samira Khalil ·
Chicago Bears quarterback Caleb Williams has drawn national attention to Caddix, a four-employee footwear startup based in Baltimore, after wearing its cleats on the field this season.
The company, which generated just under $2 million in revenue last year, found itself in the NFL spotlight after Williams was fined for displaying an unapproved logo on his shoes. The league levied an $11,941 fine against Williams in Week 6 for the infraction at Atlanta and a $23,882 fine for the same issue in Week 7 against New England.
NFL rules restrict players to footwear from three approved suppliers: Adidas, Nike, and Under Armour. Any other brand must have visible logos and commercial identifiers removed or covered. Caddix does not currently have a sponsorship deal with Williams, the No. 1 pick in the 2024 draft.
The connection began with a phone call from Dr. Tom Gormely, a sports performance coach, to Caddix CEO Jack Rasmussen last year. Gormely informed Rasmussen that a quarterback client wanted to try the company's cleats. Rasmussen later learned the player was Williams. The two flew to Florida in June to observe the quarterback throw and finalize the design details.
Caddix cleats feature flexible studs designed to reduce strain on knees and ankles. Williams described the footwear as a "science type of cleat" that uses "smart studs" to move during hard plants, taking tension off tendons and joints. To avoid further penalties, Williams wore a blank pair of Caddix cleats during the team's 34-17 win at Seattle on Monday night.
Rasmussen has offered to pay the NFL fines on the company's behalf. Peter Stolpe, a professor in the Warsaw Sports Business Center at the University of Oregon, noted that the press coverage provides the small company with tens of millions of dollars in free advertising.
Caddix is not limited to the NFL. According to Rasmussen, more than 80 NFL players use the cleats. The list includes Seattle Seahawks wide receiver Cooper Kupp, Pittsburgh Steelers cornerback Jalen Ramsey, and Buffalo Bills tight end Dalton Kincaid. NWSL defender Kayla Sharples is an investor in the company, and the brand is also popular in women's lacrosse.
San Francisco 49ers fullback Kyle Juszczyk has worn the cleats for two years and covers the logo to avoid fines. Carolina Panthers cornerback Will Lee adopted the shoes after seeing teammate Jaycee Horn use them, citing the rotational studs that aid in cuts on grass and turf.
The company's origins trace back to 2015, when former Kansas City Chiefs running back Jamaal Charles tore the ACL in his right knee. Jack Rasmussen, then 19 years old and working as a housekeeper, watched the game with his father, Jeff, and decided to develop a patent for cleats that addressed the biomechanical issue. Rasmussen later attended college and played football as a punter for Missouri Western State and Western New Mexico.
Joe Flacco, Todd Heap, and Dennis Pitta are investors in Caddix. The company has been selling cleats for 19 months and is currently working on a funding round. Rasmussen said the company may develop a recovery or lifestyle shoe in the future.
