If you don’t know about Toyotathon Jordan Love by this point, that’s on you.

Like biking to Lambeau Field and shoveling all of its snow for free, Toyotathon’s become a bit of a winter tradition in Green Bay. Every season, like clockwork, the year-end savings arrive and Jordan Love elevates his play in a way that only pure, uncut capitalism can inspire. Buying a car and beating the Bears has never been easier.

At first, it was just whispered about in the darkest corners of Packers Twitter. It was their little secret, an unorthodox idea that everyone was too scared to bring to the digital marketplace of ideas, which Twitter definitely is. But over time, the results were too loud to ignore. It found a home on TikTok, sunk its roots into certain prominent NFL podcasts, and now victoriously sits atop of Google Trends every holiday season. Matt LaFleur was even asked about it during an official, team-sanctioned interview and did the whole thing where he pretended to not know anything about it. (Gamesmanship!)

There was only one person left to embrace Toyotathon: Love himself. And if you can believe it, The Brands didn’t miss an opportunity to flex their synergetic might.

Jordan Love officially leans into the Toyotathon bit, and now it’s really A Thing

Ladies and gentlemen, they got him. pic.twitter.com/vscaIL32bi

— Matt Schneidman (@mattschneidman) December 23, 2024

It is a good bit. #CarspiracyTheory does its absolute best to suck all the fun out of it, but that’s the power of Toyotathon Jordan Love: even The Brands can’t bring him down. If this is what it takes for the Packers to clinch a playoff berth, so be it. And maybe now he can leverage the expanded platform of his new corporate partner for even better results around this tentpole event!

Toyotathon runs through the end of the regular season, which, at this point, feels like something Love’s earned the right to say something about. If they made him put on that sweater, he should be the one calling the shots.