Explained: Small footwear company moves into spotlight with Bears QB Caleb Williams wearing its cleats

Chicago Bears quarterback Caleb Williams started wearing Caddix cleats this season

Unauthorized logo policy

NFL rule prohibiting players from displaying unapproved footwear logos unless all third-party branding is removed or covered

Smart studs / rotational studs

Flexible cleat studs designed to move with the foot during hard plants to reduce strain on knees and ankles

Sports performance coach

A trainer, like Dr. Tom Gormely, who works with athletes on physical performance and gear

Funding round

A process by which a company raises investment capital from outside backers

NWSL

National Women's Soccer League, the professional women's soccer league in the U.S.