Guy Fieri is opening up about his “JustaGuy” transformation.
“If you’re going to be big, you’re going to be big,” Fieri, 58, said people in an interview published on Monday, January 26.
Fieri surprised fans on Jan. 22 when he showed a whole new look for his 58th birthday via Instagram. The transformation included shaving off her goatee and ditching her famous spiky blonde hair for a sleek brunette look. He completed the look by switching out his signature casual style for a blue gingham button-up, brown belt and khakis.
“Hi! After so many years of celebrating my birthday as Guy, I thought I’d celebrate it this year 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 boy. New look.”
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According to Fieri, the video was a teaser for his upcoming Super Bowl ad for Bosch.
“They said, ‘Well, can you shave your goatee?’ And I said, ‘I’d do it for that. This is such an important commercial. This is a big problem,’” he explained people.
Fieri continued, “I sent the picture to my mom and she said, ‘Who is that?’ She said, “It really does look a lot like you, but I know it’s not you.” I said, “Mom, that’s me.”
While many fans assumed Fieri’s transformation was AI-generated, a spokesperson for the Diners, Drive-Ins and Dives host confirmed to the outlet that this was not the case.
“Guy’s birthday post is not AI,” the spokesperson said. “The video was shot with Guy Fieri himself, and JustaGuy’s transformation was achieved using high-end post-production visual effects.”
Fieri said that filming the ad was “the craziest 24 to 36 hours of his film 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’ll either want to buy me a life insurance policy or you’ll want to go out to Bingo.”
Fieri said that even his wife, Lori Fierihe was caught off guard by the new look.
“She would look at me and be like, ‘Oh, it’s you. I didn’t even know it was you,'” he shared, adding that he hopes fans will be just as confused when the commercial airs during the Super Bowl on Feb. 8.
“If there’s not about 10 seconds where people are like, ‘Is that really him?’ then I will be one hundred percent wrong. But I won’t be,” Fieri concluded. “Get ready for the Super Bowl commercial. You’re not ready.”
Fieri’s transformation comes two months after he revealed it he was hospitalized and in a wheelchair after slipping on the stairs while filming his new show Flavortown Food Fight. As a result of the accident, he was treated urgently.
“I went down a few steps and one foot went forward and the other one got stuck on the threshold,” Fieri told Fox News Digital in November 2025. “So, you know, he extended me. It looked like he was probably doing the splits, but when my right leg compressed in on itself, the delivery point … and the doctor said he’s never seen that, he hasn’t seen that in 20 years. a tear in the part bigger and thicker than your quad by half.
Iron later shared an update on his condition on January 14, saying people that “he is doing better”.
“It was definitely a tough holiday, but you know what, you have a real appreciation for being able to get up and walk around and do everything you used to,” she said. “I’m a big CrossFit and hiking guy, so eight weeks without hiking has driven me a little crazy. But I’m looking forward to it, trying to take it easy.”