No, Tom Brady isnt doing another Netflix roast.

But he will be roasting up some chicken in his new Ninja CRISPi PRO Countertop Glass Air Fryer. And he wants fans to roast him in the comments for the marketing stunt, a meta take on 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 Im ready for another roast. Someone behind the camera then asks, You sure about that TB? after which Brady responds yeah, I think I can handle it. You dont think I can? The tease sparked immediate speculation from users on social media that Brady would do a surprise sequel to his Netflix roast last year, which become a bona fide 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 is worth noting, joined SharkNinja as a brand ambassador a few weeks ago).

On Tuesday morning, however, Brady revealed that it was in fact a campaign, and that he was joining the consumer product company SharkNinja as its newest global brand ambassador. And fans that deliver the best roast lines in the comments might win a Ninja CRISPi PRO for themselves.

It was funny to see the roast speculation over the past few days and to have friends like Kevin Hart join in on the fun, Brady tells The Hollywood Reporter. We thought it would be such a great way to kick off my new partnership with SharkNinja and I love that fans have the opportunity to get rewarded.

Bradys 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 take on marketing in the year 2025, star-studded, social first, 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 an authentic connection between him loving our products, our performance-driven culture and his deep engagement with fans. Tom is the perfect addition to our championship roster of brand ambassadors, and we are so excited for whats to come.

Tom Brady with a new Ninja CRISPi PRO air fryer SharkNinja