‘Amplify Player Voices’: NFL My Cause. My Cleats Adds Partners For ’24 Activation

By Barry Janoff

November 30, 2024: As one of its most player pro-active cause marketing efforts of the season, the NFL has expanded the elements for its “My Cause. My Cleats” game plan.

Launched in 2016, My Cause. My Cleats enables players, Legends, coaches and staff league-wide to wear custom, specially designed cleats bringing attention to various causes and non-profit organizations they support while celebrating the positive impact the NFL Family makes in communities across the world.

This season, more than 1,400 participants are highlighting relevant issues and nonprofit organizations on their cleats during games in Weeks 13-14 of the season, which began with the three games on Thanksgiving Day.

According to the league, issues being highlighted include Youth-related causes (23%), Health and Disease Awareness (21%), Cancer Awareness and Prevention (15%), Social Justice (10%), Mental Health (8%); and others (17%), such as foster families and adopting, animal care, disaster relief, domestic violence awareness, human trafficking and sustainability.

“Through My Cause My Cleats, the league brings attention to hundreds of nonprofit organizations the NFL Family supports year-round," Anna Isaacson, NFL svp-social responsibility, said via the league.

“We are appreciative of the passion players, coaches and Legends bring to this initiative each season and are grateful for the dedication shown to amplifying causes that mean the most to them."

New this year, the NFL has partnered with Rayze, a mobile-first destination founded by seven-year NFL player Carl Nassib, which provides a platform to power nonprofit fundraising, corporate giving, and individual activism.

By downloading the Rayze App, My Cause. My Cleats participants receive their own custom ‘“champion” donation links and QR codes to share across social media platforms, encouraging people to support their causes.

Also new to My Cause. My Cleats, Josh Allen (Buffalo Bills), Maxx Crosby (Las Vegas Raiders) and DK Metcalf (Seattle Seahawks) have joined with AWS (Amazon Web Services) to use generative AI in their design process to showcase the causes they support in their local communities.

According to AWS, “Using AWS tools, these players had hands-on control over style, color, and textures, blending technology and purpose in a unique, interactive experience to personalize their cleats, which were then hand painted by artists.”

People are invited to join in the creative process, using AWS’s generative AI app to "craft their own digital version of cleats in support of the causes they love." (Details here.)

“By combining AWS’s generative AI with design inspiration from some of the NFL’s biggest stars, players were able to infuse their cleats with personal touches that visually represent the causes close to their hearts,” Julie Souza, global head of sports, said via AWS.

“Additionally, we’re excited to welcome fans into the design process, creating digital cleats online that highlight causes that resonate with them personally.”

Marketing support is anchored by a 90-second spot, "Be Remembered: My Cause My Cleats," that features Christian Gonzalez (New England Patriots), Tucker Kraft (Green Bay Packers) and Deebo Samuel Sr. (San Francisco 49ers).

Gonzalez brings attention to the work of KyleCares in promoting open and honest communication about the mental health challenges faced by teens and young adults in today’s society.

Kraft highlights the Cheyenne River Youth Project, dedicated to providing Native American youth in the Lakota community with the access, resources, and opportunities they need to have a successful future.

Samuel promotes the work of SPAAT, (Student Program For Athletic & Academic Transitioning), which provides support programs to help student-athletes make a successful transition to college and the pros.

Following Week 13 and 14 games, players can choose to donate their cleats by auctioning them on NFL Auction. The NFL said it does not profit from the sale of these cleats.

All funds raised will be donated by the NFL Foundation to each player's selected charity.

“Since its start in 2016, this initiative has given players the platform to make a greater impact off the field and in their communities,” Tracy Perlman, NFL svp-player operations, said via the league.

“My Cause My Cleats aligns with the NFL’s commitment to amplify player voices and make a positive change in communities across the world.”

See full My Cause. My Cleats player list here.

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