BREAKING: CEO Bjørn Gulden leaves comment under Cowboys video praising CeeDee Lamb — Offers 10-year Adidas brand ambassador deal with “huge” terms!

In a stunning turn of events that has fans and marketers buzzing, Adidas CEO Bjørn Gulden just shook the sports world with a surprise comment that may rewrite the future of NFL endorsement deals.

Under a routine highlight reel video posted by the Dallas Cowboys’ official Instagram account, which featured wide receiver CeeDee Lamb torching defenders with his signature agility and footwork, Gulden dropped a bombshell:

“This guy’s footwork is next level. If he’s interested, I’d personally offer CeeDee Lamb a 10-year Adidas brand ambassador deal. Let’s talk — and yes, it would be HUGE.”

No emoji. No fluff. Just straight-up CEO-level interest — and the internet is losing it.

Social media ERUPTS over Adidas-CeeDee hype

The comment, spotted just minutes after it went live, has already amassed over 85,000 likes and 14,000 replies in under 12 hours. Fans, analysts, and sneakerheads are flooding the post with reactions like:

• “Adidas scooping up Lamb? Nike better wake up!”

• “CeeDee x Adidas Speed Cleats collab incoming?”

• “We just witnessed an NFL NIL deal happen in the comments section 😳”

Even CeeDee Lamb himself responded just hours later with a cryptic tweet:

“🔥 Let’s make moves. #ThreeStripes”

Speculation is now running wild about what’s next.

What would a CeeDee-Adidas deal look like?

Sources close to Adidas marketing insiders suggest that a 10-year ambassador deal could exceed $50 million, including signature cleats, lifestyle apparel, and potentially a youth football development campaign under the Adidas brand.

Gulden, who has been aggressively repositioning Adidas’s global athlete strategy post-Kanye West and post-Messi era, seems to see CeeDee Lamb as the next NFL face of the brand. And with good reason:

• Lamb is one of the most electrifying wide receivers in the league.

• He has a clean, marketable image.

• His on-field style and swagger resonate deeply with Gen Z and Gen Alpha fans.

“We’re entering a new era where athletes aren’t just performance machines. They’re style icons. CeeDee fits that perfectly,” said a marketing expert from a rival brand who asked to remain anonymous.

What does this mean for Nike and Jordan Brand?

If Lamb accepts, it would be one of the most high-profile NFL signings for Adidas in years, potentially rivaling the brand presence Nike currently enjoys in football. Adidas has been building momentum in the NFL gear and cleats market, but landing a generational talent like Lamb could tilt the balance of influence.

Many fans were quick to note that Lamb has previously been spotted wearing Jordan-brand casuals and Nike cleats, which raises a key question: is a brand switch imminent?

One insider close to the Cowboys hinted, “CeeDee’s team is listening. Adidas knew exactly what they were doing dropping that comment. It’s a power move.”

Marketing gold… made in the comments section?

What makes this story even more remarkable is how it unfolded: not via a formal press release, a staged photoshoot, or a tweet — but through a single, visible Instagram comment.

This bold, unfiltered move by Bjørn Gulden could mark a turning point in how brand deals are teased and negotiated publicly. Marketing experts are already calling it “a masterstroke of guerrilla branding.”

“It’s no longer about boardroom deals — it’s about viral moments that spark mass engagement. Adidas just hacked the game,” said Sophie Lin, digital brand strategist at HypeMark Agency.

So… what’s next?

While no official deal has been confirmed (yet), all signs point to serious talks happening behind the scenes. If Lamb does ink the contract, we could see:

• A CeeDee Lamb Signature Adidas Cleat

• A “Route King” apparel collection

• Adidas x CeeDee community activation in Dallas

• And… maybe even a Super Bowl commercial tease

One thing is clear: CeeDee Lamb is no longer just an NFL star — he’s a branding force in the making.

And it all started… with a comment.