Jimmy Butler Shares His Playbook with Cheez in Cheez-It's Basketball Spots

In 2025, Cheez-It is expanding its presence in sports and rolling up to the hardwood court yet again as the brand promises to match fans' passion with its signature absurdity, and a little help from the sport’s most notorious players.

On the heels of becoming the first 'Official Snack of the Indiana Fever,' Cheez-It recruited pro basketball star Jimmy Butler for an all-new campaign, 'Lessons' featuring two ad spots from Fallon.

A one-of-a-kind player known for rocking bold looks, pulling off absurd moves and stoking passion on-and-off the court, Butler is the perfect veteran player to pair with basketball’s cheeziest newcomer.

One spot shows the two pulling up to the players tunnel and preparing to step out on the court while the other is set in a shoe store featuring Cheez trying on stylish red and yellow sneakers.

Fans can catch a glimpse of the new Cheez-It campaign with Butler as it debuts on TV, CTV, OLV, and social media starting today, March 31st, 2025.

Cheez-It is matching fans’ energy and showing up in unique ways all season long.