The league issued Williams an $11,941 fine for an unauthorized logo displayed during a Week 6 matchup against the Atlanta Falcons. A second fine of $23,882 followed for his choice of footwear during the Week 7 game against the New England Patriots. While the quarterback has appealed the initial penalty and is expected to contest the second, he ultimately decided to mask the branding to avoid further conflict and, as he put it, to "calm things down" for his team.
The rise of Caddix and the NFL's uniform policy
Caddix, a footwear company incorporated in 2023, gained NFL approval as a non-licensed brand in May 2025. While players are permitted to wear the cleats, league regulations strictly prohibit the display of logos from companies that have not paid for official licensing rights. Currently, only Nike, Adidas, and Under Armour hold such agreements with the NFL. Despite the fines, the brand has gained traction through its "SmartStuds" technology, which features movable tips designed to reduce rotational torque and potentially mitigate the risk of lower-body injuries.
Williams, who does not have an endorsement deal with the company, began testing the cleats during the offseason. After working closely with his quarterbacks coach, Tom Gormely, and Caddix founder Jack Rasmussen to refine the design, the signal-caller noted a significant improvement in his physical comfort. He credited the footwear with reducing the joint, ankle, and knee pain he previously experienced with other brands.
A growing presence in the league
The visibility surrounding Williams has provided a massive platform for the small start-up. According to Rasmussen, all 32 NFL teams have purchased at least one shipment of the cleats for their equipment rooms. The company’s investor group includes several current and former professional athletes, such as Joe Flacco, Todd Heap, and Dennis Pitta, who have expressed willingness to cover the fines incurred by players wearing the product.
Despite the ongoing dispute with the league office, Williams remains committed to the performance benefits he believes the cleats provide. Following his team's 34-17 win on Monday, the quarterback maintained that the technology has been effective for his health and longevity on the field. The appeal hearing for his first fine is scheduled for November 10, marking the next step in a situation that has highlighted the tension between player-preferred equipment and the NFL's rigid commercial licensing standards.
