A California-based company is challenging longstanding norms in the American football helmet market by adopting unconventional marketing strategies to promote its products. Light Helmets, founded in 2018, has sought to differentiate itself by enlisting players from various levels of football, ranging from NFL veterans to youth athletes, as endorsers—a departure from traditional practices that have generally excluded athletes from helmet promotion due to safety and impartiality concerns.

Historically, helmet manufacturers have refrained from signing athletes as brand ambassadors, emphasizing that safety equipment choices should remain free of commercial influence. The NFL has maintained strict policies that prevent helmet logos from appearing during games to avoid any perception of preferential treatment. Nevertheless, Light Helmets’ chief executive, Nicholas Esayian, described the company’s approach as “guerrilla tactics,” systematically circumventing conventional gatekeepers such as team equipment managers to increase brand visibility.

Since its inception, Light has steadily expanded its presence, projecting sales of approximately 20,000 helmets in 2026—triple last year’s volume—and anticipating similar growth going forward. The company achieved a notable cultural milestone when Chicago Bears quarterback Caleb Williams appeared wearing a Light helmet on the cover of the Madden 27 video game, despite no official endorsement deal. Yet, Light remains a minor player with roughly 1 percent of the market, trailing heavily behind industry leaders like Riddell, which holds about 70 percent, and Certor Sports, producer of the Schutt and Vicis brands.

Market analysts and industry insiders highlight the significance of exposure at the professional level, as it often drives adoption in the high school and youth segments, where the majority of the estimated 800,000 annual helmet sales occur. Jeremy Erspamer, CEO of Certor Sports, acknowledged Light’s aggressive push for NFL visibility but noted the company’s limited presence at that level. Geoff Meyer, president of the Chicagoland Youth Football League, expressed skepticism about Light’s ability to gain market share, emphasizing the need for a substantial technological edge.

Helmet safety has increasingly become a public concern over the past two decades, following research linking repeated head impacts in football to chronic traumatic encephalopathy (CTE). This has prompted significant investment by leagues and manufacturers into helmet innovation and independent safety ratings. Modern helmets now commonly incorporate advanced materials and technologies such as impact-absorbing lattices tailored to individual head scans or integrated sensors for monitoring impacts.

Light’s helmets distinguish themselves primarily by their lightweight construction, which company officials claim reduces head whip—the rapid motion of the head following an impact. The brand has received top scores in Virginia Tech’s rigorous helmet safety ratings, underscoring its protective capabilities. However, the company’s most notable influence lies in its marketing strategy, which includes name, image, and likeness (NIL) agreements with college athletes and deals extending to high school players, a sector typically underserved by helmet endorsements.

Cam Jordan, a New Orleans Saints defensive end and All-Pro, holds equity in Light Helmets and participates on its player advisory board. Additionally, some high school athletes, including 13-year-old quarterback and social media influencer KJ McCarty from Alabama, have received helmets and commission-based incentives to promote the brand online. According to McCarty’s father, Joel, the family gains a small percentage of sales made through their digital channels.

Despite these efforts, gaining traction remains challenging. Esayian noted that long-established relationships between teams and incumbent manufacturers present barriers, prompting Light to engage directly with players’ representatives and families. Jacksonville Jaguars head equipment manager George Pellicer stated that while players are offered multiple helmet options, staff supervise and evaluate all pitches to distinguish substantive claims from marketing rhetoric.

Even institutions supportive of Light’s product have reported limited adoption. At the University of Utah, assistant athletic director Kelly Sharitt described Light as a favored helmet but noted only six out of 107 players currently use the brand. Meanwhile, James Medrano, founder of a youth football organization in Texas, opted to purchase 110 Light Helmets based on independent safety ratings without regard to endorsements, suggesting that performance data rather than marketing influences purchase decisions at the grassroots level. “Honestly, I don’t pay attention to it,” Medrano said. “I couldn’t tell you who’s wearing one and who’s not.”