Guy Fieri is opening up about his “JustaGuy” transformation.
“If you’re going to go big, go big,” Fieri, 58, told People in an interview published on Monday, January 26.
Fieri shocked fans on January 22 when he showed off a brand new look for his 58th birthday via Instagram. The transformation included shaving his goatee and ditching his famous spiky blonde hair for a sleek brunette look. He completed the look by trading in his signature casual clothing style for a blue gingham button-up, a brown belt and khakis.
“Hey there! After so many years of celebrating my birthday as Guy, I figured this year I’d celebrate it as JustaGuy. Happy birthday to me!” he said in a video of himself blowing out birthday candles. In the caption, Fieri added, “New Year. New Guy. New Look.”
According to Fieri, the video was a teaser for his upcoming Super Bowl commercial for Bosch.
“They said, ‘Well, can you shave your goatee?’ And I said, ‘I would for this. This is such an important commercial. This is such a big deal,’” he explained to People.
Fieri continued, “I sent the picture to my mom and she said, ‘Who is that?’ She said, ‘It really looks a lot like you, but I know it’s not you.’ I said, ‘Mom, that’s me.’”
While many fans assumed that Fieri’s transformation was AI-generated, a spokesperson for the Diners, Drive-Ins and Dives host confirmed to the outlet that this wasn’t the case.
“Guy’s birthday post is not AI,” the spokesperson said. “The video was shot with Guy Fieri himself, and the JustaGuy transformation was achieved using high-end post-production visual effects.”
Fieri said filming the commercial was “the craziest 24 to 36 hours of his filming career.”
“We shot it like a movie. Nothing was spared,” he explained. “It took two hours to put the wig on. When you see the picture, you’re either going to want to buy a life insurance policy from me or you’re going to want to go out to Bingo.”
Fieri said that even his wife, Lori Fieri, was caught off guard by the new look.
“She’d look at me and go, ‘Oh — it’s you. I didn’t even know it was you,’” he shared, adding that he expects fans to be just as confused when the commercial airs during the Super Bowl on February 8.
“If there aren’t about 10 seconds where people say, ‘Is that really him?’ then I’ll be 100 percent wrong. But I won’t be,” Fieri concluded. “Be prepared for the Super Bowl commercial. You’re not ready.”
Fieri’s transformation comes two months after he revealed that he was hospitalized and wheelchair-bound following a slip on the stairs while filming his new show Flavortown Food Fight. He was taken into emergency surgery as a result of the accident.
“[I] slipped down a set of steps and one foot went forward and the other foot got caught on the threshold,” Fieri told Fox News Digital in November 2025. “So, you know, it extended me out. I looked like I was probably doing the splits, but when my right leg compressed into itself, the giveaway point … and the doctor said he’s never seen — you know, in 20 years — he hasn’t seen a tear in the biggest, thickest part of your quad in half. Yeah, it sucked.”
Fieri later shared an update on his condition on January 14, telling People that he’s “doing better.”
“It was definitely a trying holiday, but you know what, you get some real appreciation for having the ability to just get up and walk around and do everything you used to,” he said. “I’m a big CrossFit and hiking guy, so eight weeks of no hiking has driven me kind of crazy. But I’m looking forward to it, trying to take it easy.”
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