No, Tom Brady is not doing another Netflix roast.
But he’ll roast chicken in his new Ninja CRISPi® PRO Glass Air Fryer. And he wants fans to roast him in the comments for the marketing stunt, a meta version of what has become the strategy of the moment for rolling out a campaign (see LeBron James’ “decision” for Hennessey earlier this month).
The NFL legend turned Fox personality (and budding media mogul) last week teased in an Instagram video, “I think I’m ready for another roast.” Someone behind the camera then asks, “Are you sure about this TB?” to which Brady responds, “Yeah, I think I can handle it. You don’t think I can?”
The tease immediately sparked speculation from users on social media that Brady would make a surprise sequel to his Netflix roast last year, which would become a cultural sensation for the streaming platform. Kevin Hart, one of the comedians who roasted Brady for Netflix, even jumped into the comments section with eye emojis (Hart, it should be noted, joined SharkNinja as a brand ambassador a few weeks ago).
On Tuesday morning, however, Brady revealed that it was actually a campaign and that he was joining consumer products company SharkNinja as its new global brand ambassador. And fans who suggest the best roast lines in the comments could win a Ninja CRISPi® PRO for themselves.
“It’s been funny to see the roast speculation over the last few days and to see friends like Kevin Hart joining in the fun,” Brady says. The Hollywood Reporter. “We thought this would be a great way to kick off my new partnership with SharkNinja and I love that fans have the opportunity to be rewarded.”
Brady’s involvement will go beyond the product launch, with other content and announcements planned through 2026. The NFL great will also work with ShakNinja behind the scenes on launches and philanthropic efforts.
But the campaign is a subversive vision of marketing for the year 2025, starring stars, social above all, and using pop culture as an entry point for fans.
“Tom Brady is the GOAT – on the field, with his family and now in the kitchen,” said Mark Barrocas, CEO of SharkNinja. “There is such a genuine connection between his love for our products, our performance-driven culture and his deep commitment to fans. Tom is the perfect addition to our roster of championship brand ambassadors, and we are very excited about what’s to come.”
Tom Brady with a new Ninja CRISPi® PRO air fryer
SharkNinja
