San Francisco, CA – In what fans are calling the most unexpected crossover of the offseason, Adidas CEO Bjørn Gulden set social media ablaze today after leaving a shocking comment under a San Francisco 49ers highlight video featuring none other than star tight end George Kittle.
The video, originally posted to the 49ers’ official Instagram, showcased Kittle bulldozing defenders, celebrating with his signature wild energy, and mic’d-up moments of locker room hype. But what grabbed the world’s attention wasn’t the content — it was a comment that appeared just hours after posting:
“I like George Kittle’s NFL style of play. Would offer him a 10-year Adidas ambassador deal. Huge deal.”
– Bjørn Gulden, CEO of Adidas
Just like that, a routine hype video became the launchpad for one of the most talked-about sports marketing rumors of 2025.
From GridIron Beast to Adidas Brand King?
George Kittle is no stranger to headlines. Known for his ferocious blocking, electric personality, and elite receiving skills, he has long been the emotional heartbeat of the 49ers offense. But what makes this potential Adidas partnership so intriguing is how it seems to break all the usual marketing molds.
Kittle isn’t a quarterback. He doesn’t play in LA or NYC. He’s not a fashion-forward influencer—yet.
But maybe that’s exactly why Adidas wants him.
“Kittle is real,” said branding analyst Max Delgado. “He’s raw, loud, authentic, and respected across the league. He lifts heavy, blocks harder, and jokes harder than anyone. For a brand looking to humanize its image and tap into NFL grit, he’s the perfect choice.”
“Huge” Deal? Let the Rumors Begin
The internet did what the internet does best: run wild.
Twitter, Reddit, TikTok, and even Threads exploded with speculation about what a “huge” 10-year deal might look like. Could this be:
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The launch of a Kittle x Adidas “Tight End Tough” training apparel line?
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A limited edition cleat based on Kittle’s love for anime and metal music?
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A multi-sport deal that includes Kittle’s wrestling aspirations post-NFL?
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Or even a campaign titled “Unkillable Like Kittle” focused on resilience and raw power?
Fans quickly flooded Adidas’ and Kittle’s profiles with comments like:
“The Kittle 1s better have barbed wire laces.”
“Give this man his own line of lifting shoes. He squats trucks.”
“Adidas saw the Viking energy and said: YES.”
A Cultural Moment, Not Just a Contract
The comment has done more than spark rumors—it’s stirred conversation about what kind of athletes get chosen to represent global brands. Historically, endorsement deals have been reserved for finesse players, QBs, or flashy WRs. Kittle, by contrast, is known for embracing the grind, the mud, the mayhem of tight end play.
He’s also a content machine: Kittle’s mic’d-up moments are YouTube gold, and his love of WWE, heavy metal, and cosplay make him a genre-bending personality. This could be Adidas tapping into a more diverse, less polished version of athletic influence — one that feels more grassroots, more Gen Z, more authentic.
One viral comment summed it up:
“George Kittle is what you get when the Hulk discovers charisma. Adidas just won the internet.”
Adidas’ New Era of NFL Influence?
Adidas has been slowly building its presence in the NFL, but this move—whether intentional or spontaneous—signals a potential seismic shift. By targeting an unconventional superstar like Kittle, the brand may be plotting a new strategy: less polish, more personality.
Meanwhile, Nike, Under Armour, and even newer players like Lululemon (yes, really) are all watching closely.
So… Is It Real?
As of now, there has been no official confirmation from Adidas or Kittle’s team. Bjørn Gulden has not followed up with a press release, but the comment remains unpinned but visible, fueling even more theories that this may have been an unfiltered, genuine move from a CEO who knows exactly what he’s doing.
Kittle himself responded with a single emoji under the comment: 🧨
Fans, of course, took that as confirmation of something.