- Tommy DeVito, the New England Patriots QB known as "Tommy Cutlets," has teamed up with HOKA and DICK'S Sporting Goods for a new digital campaign, announced via his Instagram in May 2026.
- This marks DeVito's first known footwear and sporting goods partnership, expanding his brand portfolio beyond his earlier food-focused deals with Rao's Homemade Sauce, Dunkin' Donuts, and Pizza Hut.
- HOKA has previously partnered with celebrities including Gucci Mane and Suni Lee, while DICK'S has featured Tom Brady, Kevin Durant, IShowSpeed, Suni Lee, and Travis Hunter in recent campaigns.
- The partnership taps into DeVito's strong Italian-American cultural identity and everyman appeal, qualities both brands have shown interest in for authentic, community-driven storytelling.
Tommy DeVito, the New England Patriots quarterback widely known as “Tommy Cutlets,” has announced a digital campaign partnership with HOKA and DICK’S Sporting Goods. The deal was revealed through DeVito’s Instagram in May 2026.
The campaign marks DeVito’s entry into the athletic footwear and retail space, a notable pivot from his earlier brand work. The New Jersey native previously held endorsement deals with Rao’s Homemade Sauce, Dunkin’ Donuts, and Pizza Hut, all rooted in his Italian-American persona.
This is his first known partnership with either HOKA or DICK’S Sporting Goods, and there is no prior endorsement history between DeVito and either brand.
On the brand side, HOKA recently added six-time Olympic medalist Suni Lee to its “Humans of Hoka” roster as part of its push to grow beyond its performance running core. The brand has also tapped Gucci Mane for a campaign, leaning into cultural crossover appeal.
Meanwhile, DICK’S Sporting Goods has built a star-studded campaign track record, featuring IShowSpeed, Tom Brady, Kevin Durant, Suni Lee, and Travis Hunter in its footwear-focused “Speed Shopping” campaign.
Similar athlete-brand digital activations like Fernando Mendoza’s Adidas deal and Lil Dicky and Diana Taurasi starring in the DICK’S x Nike “Scouts Are Out” campaign reflect how brands are increasingly blending sports culture and pop culture in digital content.
Off the field, DeVito signed a two-year, $7.4 million extension with the Patriots in March 2026, cementing his place in New England’s QB room as the backup to All-Pro Drake Maye.
Takeaways
DeVito’s move into athletic footwear and retail endorsements signals a smart brand evolution, his cultural identity and relatable personality translate well beyond pasta sauce.
For HOKA and DICK’S, pairing with a digitally savvy, personality-driven NFL figure fits their current strategy of blending sports authenticity with pop culture appeal. This deal tells us something bigger: brands no longer need a starting quarterback, they want the one everyone roots for.
Does Tommy DeVito’s “everyman” appeal make him a better long-term brand ambassador than a higher-profile starter? Could this DICK’S x HOKA co-campaign model become the new standard for multi-brand athlete deals?
