San Francisco 49ers’ legendary Jerry Rice recently dropped a selfie on Instagram. Goat emoji included, with a line that feels more like a coach’s call-out than a retired legend’s reflection. “Today, I will do what others won’t, so tomorrow I can accomplish what others can’t!” No flashbacks here, just the same fiery intensity that pushed defenders aside for years. Rice’s short message hit like a mid-game jolt: the grind hasn’t stopped, it’s just moved arenas.

Rice’s off-field game is now a $12 million business empire centered on GOAT Fuel, an energy drink that’s paving its way in the market. It’s not a celebrity endorsement either. Rice is the co-founder and chairman formulating a product aimed at “anyone striving to be great.”

As the official website proudly states, “It is a premium sports energy beverage and lifestyle brand focused on bringing health-forward, innovative productions and a G.O.A.T. mindset to consumers.” GOAT Fuel’s blend of natural caffeine and cordyceps mushrooms targets those who live to outwork the competition. But the brand isn’t just limited to energy drinks, though.

Cans featuring signatures from stars of different arenas are just one aspect of GOAT Fuel. Rice’s brand also offers a wide range of merchandise, including hoodies, hats, can slippers, and much more. Amid a sea of influencer brands, Rice’s stamp means the product passes relentless standards. And decades after hanging up his cleats, those standards don’t just define his business. They’ve also helped shape the game for those who watched Rice carve out Super Bowl highlights. And the most prominent of those–seven-time Super Bowl champ Tom Brady–has shared that source of inspiration with the world. 

Tom Brady’s take on Jerry Rice’s legacy

Tom Brady, a legend in his own right, has openly credited Jerry Rice and the 49ers’ culture for shaping his approach to longevity and greatness. In an edition of his 199 newsletter, Brady wrote about meeting Rice recently. The New England Patriots legend revealed how he resonated with the legendary wideout over their football philosophies. “I spent some time with Jerry Rice recently, which is always a little surreal having grown up in the Bay Area idolizing his Niners team. We got to talking about out careers as guys who played longer than anyone else at our respective positions, and Jerry said something that really resonated with me. The thing that kept him going all those years at such a high level was the desire to never let his teammates down.”

As Brady further wrote on their resonance, “I felt the exact same way. It’s what motivated me for 23 seasons and what drove me to prep, practice, and play the way I did every day. More than money, more than accolades, more even that winning when I really step back to think about it.” For Brady, Jerry Rice’s NFL career transcends stats and records, and that ‘team-first’ mentality is exactly what drove Brady on his own journey to NFL greatness. In a league obsessed with numbers, Rice and Brady connect over their hunger to keep pushing. And it shows. Brady’s carving out his own broadcasting legacy now, and Rice’s business has turned into a $12 million empire. What’s next for these legends?