It was October 25, 2015. The Washington Redskins were staring down the barrel of a disastrous season, trailing the Tampa Bay Buccaneers 24-0. FedExField was toxic. Fans were restless. Kirk Cousins, a quarterback who many thought was just keeping the seat warm for Robert Griffin III, was playing for his professional life. Then, the comeback happened.
Washington stormed back to win 31-30. It was the largest comeback in franchise history. As Cousins walked through the tunnel toward the locker room, he saw local reporter Tarik El-Bashir and a few cameras. He didn't give a canned response about "taking it one game at a time." Instead, he pointed a finger, bugged out his eyes, and screamed, "YOU LIKE THAT! YOU LIKE THAT!"
He was red-faced. He was pumped. Honestly, he looked a little bit like a suburban dad who had just successfully assembled an IKEA bookshelf on the first try.
But that three-word outburst changed everything. Kirk Cousins "You Like That" became more than just a viral Vine (remember those?). It became the definitive brand for a player who has spent a decade being one of the most polarizing figures in the NFL. You either love his efficiency or hate his "game manager" vibes. There is no middle ground with Kirk.
The Raw Emotion of a Proving Ground
Most people forget the context. In 2015, Cousins wasn't the $100 million man he is today. He was a former fourth-round pick struggling to prove he belonged in the league. Jay Gruden had hitched his wagon to Cousins, benching the flashy, injury-prone RG3. The pressure was immense. If Cousins failed that day against Tampa, his career as a starter might have been over before it really started.
That scream wasn't just directed at the media. It was directed at the doubters, the fans who booed at halftime, and maybe even the front office. It was a rare moment of unscripted, raw humanity in a league that usually polishes its stars into boring, PR-friendly robots.
Cousins has always been... quirky. He’s the guy who drove a dented GMC Savana passenger van even after signing a massive contract. He’s the guy who wears Kohl's cash style outfits. When he yelled "You Like That," it felt authentic because it was so uncool. It was dorky. It was midwestern. It was exactly who Kirk Cousins is.
Business, Trademarks, and the "Kirk" Brand
Cousins didn't just let the moment fade into internet history. He’s a smart guy. He’s business-savvy. Within days, the phrase was being printed on T-shirts.
He actually turned the meme into a charitable engine. He started selling "You Like That" apparel to benefit the International Justice Mission. It’s estimated that the initial run of shirts raised tens of thousands of dollars for the organization, which works to end human trafficking and slavery. This wasn't some cynical cash grab. It was a way to pivot a moment of high-intensity adrenaline into something that actually helped people.
Why the meme stuck
- The Relatability Factor: Everyone has had a moment where they wanted to shout at their critics after a win.
- The Catchphrase Nature: It's punchy. It fits a hashtag. It’s easy to scream in a crowded bar.
- The Contrast: Seeing the typically buttoned-up, "gosh-darn-it" Cousins lose his cool was jarring in the best way possible.
The phrase followed him to Minnesota. When the Vikings beat the Saints in the 2019 playoffs—another massive "prove it" moment for Kirk—the locker room was echoing with teammates yelling it back at him. It became a rallying cry. Even now, years later, you can't mention his name without someone bringing it up. It is the lead sentence in the story of his career.
The Polarizing Reality of the Kirk Cousins Experience
If you look at the stats, Cousins is a Hall of Fame-adjacent producer. He throws for 4,000 yards in his sleep. His completion percentage is consistently elite. Yet, the "You Like That" energy is often used against him by critics. When he loses a primetime game or throws a check-down on 4th and 8, fans sarcastically tweet the phrase back at him.
"Do we like that? No, Kirk. We don't."
It's the burden of the phrase. By claiming that moment of dominance, he tied his identity to the result of the game. When he's winning, he's the fiery underdog who defied the odds. When he's losing, he's the overpaid guy who got lucky one afternoon in 2015.
NFL analysts like Bill Simmons or the "Around the NFL" crew have frequently dissected the "Kirkness" of it all. There is a specific kind of frustration that comes with being a Kirk Cousins fan. You get the high-level play, but you also get the "You Like That" dorkiness that makes it hard for some "tough guy" football fans to fully embrace him as a "DAWG."
But maybe that's why he’s lasted so long. He knows who he is. He’s the guy who grills steaks on aluminum foil (a traumatic image for many on Twitter) and the guy who screams at cameras. He doesn't try to be Tom Brady or Patrick Mahomes. He’s just Kirk.
From Washington to Atlanta: Does the Meme Still Work?
As Cousins moved to the Atlanta Falcons in 2024, the "You Like That" legacy took on a new chapter. Coming off an Achilles injury at an age where most QBs are looking at real estate licenses, the doubt returned. The skeptics were louder than ever.
In a Week 2 thriller against the Eagles in 2024, Cousins led a game-winning drive that looked eerily similar to that 2015 comeback. The internet didn't even wait for the game to end. The memes were already flying.
It turns out, we do like that. We like the resilience. We like the fact that a guy who was never supposed to be a franchise cornerstone has outlasted almost everyone from his draft class.
Actionable Insights for the "Kirk Cousins" Era of Football
If you’re a fan trying to understand why this matters, or if you’re a player looking at how to build a personal brand, there are real lessons here.
Embrace the Unscripted Moment
In a world of scripted social media posts, authenticity wins. If Cousins had tried to make a "cool" catchphrase, it would have failed. It worked because he was genuinely out of his mind with excitement. Don't be afraid to show emotion, even if it looks a little bit ridiculous.
Pivot Fame into Purpose
Cousins showed the blueprint for how to handle a viral moment. Trademark the phrase, sell the merch, and give the money to a cause you actually care about. It turns a "silly meme" into a legacy of impact.
Consistency Trumps Narrative
People will always move the goalposts on you. Kirk Cousins has been told he can't win the big one, he can't win on Monday night, and he can't lead a locker room. He kept throwing touchdowns anyway. The best way to answer "You Like That?" is to keep performing until they have no choice but to say "Yes."
The next time you see a quarterback lose their mind after a comeback win, remember Kirk. He didn't just give us a meme; he gave us a window into the intense, pressurized, and ultimately human world of professional sports. Whether he's wearing chains on a plane or yelling in a tunnel, Kirk Cousins is going to be himself.
And honestly? You have to like that.
Next Steps for Fans and Analysts:
- Watch the original footage: Go back and look at the 2015 post-game clip. Notice the teammates in the background; their reaction says more about his leadership than any press conference ever could.
- Analyze the "Kirk" Contract Evolution: Study how Cousins used his leverage to sign the first fully guaranteed multi-year contract in NFL history. It’s a masterclass in athlete business.
- Monitor the 2025-2026 Stats: Watch how he adapts his playstyle post-injury in Atlanta to see if the efficiency remains, regardless of the surrounding talent.