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Jason Kelce Launches #BellyBuckingChallenge Ahead of Black Friday Eagles vs. Cowboys

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  Published in Sports and Competition on Saturday, November 29th 2025 at 17:56 GMT by Fox News

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Jason Kelce sparks a new “Belly‑Bucking” craze as the Eagles gear up for a high‑stakes Black Friday showdown

In a move that has quickly become the talk of the Philadelphia‑Eagles community, former center Jason Kelce dropped a cheeky Instagram reel this week that invited fans to join a brand‑new “Belly‑Bucking Challenge.” The video—short, shirtless, and laced with Kelce’s trademark humor—came out just days before the much‑anticipated Black Friday game between the Eagles and their fierce divisional rival. Fox News Sports captured the story in a detailed piece that ran at 6 p.m. on Monday, spotlighting the star’s return to the fan‑fare arena, the playful nature of the challenge, and the palpable excitement of the game that could decide a playoff berth.

A quick refresher on Kelce

Jason Kelce, a three‑time Super Bowl champion who spent his entire 17‑year career with the Eagles, officially retired from playing in 2021. Since then, he has embraced a new role as a sports commentator, a brand ambassador for the team, and a social‑media personality. The Fox News article notes that Kelce has been using his platform to connect with fans in a more personal, relaxed manner—something that has resonated strongly in the wake of the pandemic‑era “at‑home” sports experience. Kelce’s Instagram, @JasonKelce, regularly features behind‑the‑scenes moments from practice, family life, and his current endeavors, and this latest post was no exception.

The “Belly‑Bucking Challenge” in a nutshell

The clip starts with Kelce in a simple white tee (or no shirt at all, according to some fan accounts), standing in a sunny backyard. He grins at the camera, gives a quick rundown of the challenge, and then demonstrates. Kelce lifts his belly, flexes his core, and delivers the tagline: “It’s time to buckle up for the Black Friday game, and you’re all invited.” He challenges viewers to film themselves doing the same, using the hashtag #BellyBuckingChallenge, and to tag the official Eagles Instagram handle (@PhiladelphiaEagles) for a chance to be featured in the team's story.

The piece highlighted how Kelce’s approach—mixing lighthearted humor with a nod to the seriousness of the upcoming game—has been a winning formula in the past. “Kelce is a master of taking something as innocuous as a belly flex and turning it into a fan‑engagement goldmine,” the article observes. It also points out that Kelce’s call to action is part of a broader strategy by the Eagles’ marketing team to keep the fan base active on social media during the off‑season, especially ahead of a high‑visibility matchup.

The Black Friday game that matters

While the Instagram post was a novelty, the stakes behind it were anything but trivial. The Black Friday game—scheduled for Sunday, December 23, 2023—was set to pit the Philadelphia Eagles against the Dallas Cowboys, the Cowboys’ long‑time rival and the only team that could give the Eagles a chance to improve their division standing. Fox News Sports links to the official game schedule on the NFL’s website (https://www.nfl.com/schedules/2023/regular-season/49), noting that the match will be broadcast nationally on CBS. The outcome would have had significant playoff implications, potentially setting the Eagles on a path to the NFC Championship.

In the article, Kelce’s comment that “we’re going to buck the competition” was interpreted as a metaphor for both the challenge and the on‑field battle. “Buckle up, fans,” Kelce told viewers, “and get ready for the biggest game of the year.” Fans responded in kind, flooding the Eagles’ Instagram with pictures of their own “belly‑buck” poses. The article included screenshots of the most creative submissions, many of which showcased Kelce’s sense of humor—ranging from classic belly‑buns to elaborate costumes that featured giant belly‑bag accessories.

Fan reaction and the ripple effect

According to the Fox News piece, the challenge exploded in the first 48 hours. Within that window, more than 12,000 fans used the hashtag, and the Eagles’ Instagram story reels swelled by 35 % in engagement. Kelce himself commented on several of the best entries, using the “Belly‑Bucking” motif to tie the challenge back to the game’s hype.

The article also cites a fan poll conducted by the Eagles’ social‑media team, which found that 78 % of respondents said they had watched the game because of Kelce’s post. That kind of engagement is rare for a retired player, and Fox News underscores the synergy between Kelce’s personal brand and the Eagles’ marketing objectives. “Kelce’s challenge was a textbook example of how a well‑timed, culturally relevant post can amplify game-day buzz,” the article writes.

More than a meme: a community‑building initiative

While many viewed the “Belly‑Bucking Challenge” as a simple meme, the Fox News piece notes that it also had a philanthropic angle. Kelce announced that 10 % of all proceeds from the challenge—measured by the number of videos submitted and the associated engagement—would go to the Eagles Community Foundation’s “Belly‑Bucks for Kids” program. This program supports youth football camps across Pennsylvania, providing equipment, coaching, and scholarships to under‑resourced families. Kelce’s involvement in the foundation has been a long‑running tradition, and this new initiative is an extension of that legacy.

The article quotes Kelce’s manager, Sarah McKenna, who said, “Jason loves to give back. He always wants to do something that helps people, and what better way to combine his love for football with a community cause?” The piece concludes with a reminder that Kelce’s “Belly‑Bucking” moment was more than a fun social‑media stunt; it was a rallying cry for a community to come together in support of the game and the future of youth football in the Eagles’ backyard.

Bottom line

Jason Kelce’s shirtless “Belly‑Bucking Challenge” was a masterstroke of fan engagement, perfectly timed for the high‑stakes Black Friday matchup. The Fox News Sports article captures not only the mechanics of the post but also the broader context of the Eagles’ playoff hopes, Kelce’s post‑career brand, and the community‑building impact of the challenge. As the game approaches, the challenge continues to thrive, ensuring that the fans are as pumped as the players. Whether Kelce’s belly flex will become a new tradition in Philadelphia remains to be seen, but one thing is clear: in the world of NFL hype, a well‑timed, playful post can do more than just get likes—it can unify a city’s sporting heart.