Caddix Cleats Spark NFL Fine Storm for Caleb Williams
The Baltimore startup faces scrutiny after the Bears quarterback wore its footwear in two consecutive games, incurring over $35,000 in penalties.
By Daniela Ortega ·
Caddix, a four-employee startup based in Baltimore, has found itself at the center of an NFL controversy after Chicago Bears quarterback Caleb Williams wore its cleats in two consecutive games. The company, which generated just under $2 million in revenue last year, is now fielding inquiries following fines levied against Williams for wearing unauthorized logos.
The connection began last year when sports performance coach Dr. Tom Gormely contacted Caddix CEO Jack Rasmussen. Gormely asked if his client wanted to try the footwear. Rasmussen asked for the player's name, and Gormely replied that he would share it later. It was Williams, the No. 1 pick in the 2024 draft, who eventually laced up the shoes.
Williams wore the cleats in Week 6 against the Atlanta Falcons and again in Week 7 against the New England Patriots. The NFL fined him $11,941 for the first game and $23,882 for the second, totaling $35,823. The league’s rules prohibit unapproved logos on footwear, limiting on-field visibility to suppliers Adidas, Nike, and Under Armour. Players using other brands must cover or remove visible branding.
Caddix does not have a sponsorship deal with Williams. However, Rasmussen has offered to pay the fines on the company's behalf. To avoid further penalties, Caddix provided Williams with a blank pair of cleats for Monday night's game against the Seattle Seahawks. The Bears won that contest 34-17.
“Just to calm things down, man,” Williams said regarding the switch to the blank pair. He praised the product’s design, noting that the flexible studs reduce strain on knees and ankles. “They are a science type of cleat.. They call them smart studs, and they move when you move in these hard plants so they take tension off of your tendons and your joints,” Williams explained.
More than 80 NFL players currently use Caddix cleats, according to Rasmussen. The list includes Seattle Seahawks wide receiver Cooper Kupp, Pittsburgh Steelers cornerback Jalen Ramsey, and Buffalo Bills tight end Dalton Kincaid. Kincaid, who has suffered from knee injuries, was introduced to the shoes by investor Dennis Pitta. “I love them. I'm going to continue to wear them,” Kincaid said.
The company’s origins trace back to October 2015, when former Kansas City Chiefs running back Jamaal Charles tore his ACL. Rasmussen, then 19, and his father Jeff watched the game and identified a potential footwear solution. They applied for a patent while developing the concept. Rasmussen later studied biomechanics and physics, and the company has been selling cleats for 19 months.
Joe Flacco, Todd Heap, and Dennis Pitta are investors in Caddix. Flacco was part of a group of roughly 25 players who began using the cleats in 2024. The brand also has traction in other sports, with NWSL defender Kayla Sharples as an investor and popularity in women’s lacrosse. Rasmussen said the company is currently working on raising funds through a new investment round.
