New engagement tools allow fans to make an impact and support players’ efforts
NEW YORK – Nov. 17, 2025 – Today marks the start of Unboxing Week in the lead up to the 2025 My Cause My Cleats campaign. Through My Cause My Cleats NFL players, coaches and staff across the league will display custom and creatively designed cleats to elevate important causes and non-profit organizations. Throughout Unboxing Week, players will reveal organizations they have chosen to support on their cleats through creative content across social channels. In its tenth season, the player-led initiative serves as an opportunity to highlight the collective positive influence the NFL family has in communities across the world.
This season, more than 1,800 participants— players, coaches, staff, legends and on-air talent — are highlighting social issues and nonprofit organizations on their cleats and sneakers during games in Weeks 12 and 13. Following dedicated My Cause My Cleats games, players can choose to donate their cleats by auctioning them on NFL Auction. The NFL 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. Fans may bid on these cleats throughout the season here.
To bring their creative visions to life, My Cause My Cleats participants are partnering with cleat manufacturers and designers to display their causes in unique ways. Some of the organizations selected advocate for cancer prevention and disease awareness, mental health resources, youth empowerment, social justice efforts, military appreciation and many more. To learn more about what causes players have chosen to champion, visit the link here.
“Through My Cause My Cleats, we have an opportunity to spotlight nonprofit organizations the NFL family supports year-round,” said NFL Senior Vice President of Social Responsibility Anna Isaacson. “We deeply value the commitment shown by players, coaches and staff to make the initiative so successful, and appreciate everyone’s efforts to make a positive difference in their communities.”
“Since launching ten seasons ago, the integration of players and social impact through My Cause My Cleats has empowered players to expand their impact off the field and into their communities,” said NFL Senior Vice President of Player Operations Tracy Perlman. “This campaign continues to uplift player voices and reflect the NFL’s ongoing commitment to driving meaningful change.”
My Cause My Cleats will come to life through strategic partnerships, fundraising efforts, visual on-field elements, and meaningful storytelling. More information is below:
Rayze Fundraising Partnership
To encourage fundraising for organizations chosen through My Cause My Cleats, the NFL is continuing its partnership with Rayze. The mobile-first platform, founded by seven-year NFL legend, Carl Nassib, aims to amplify 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 fans to support their causes. You can support players in their individual fundraising efforts through Rayze here.
Stand Together Player-Led Partnership
The NFL is partnering with Stand Together to amplify the deep connection players have with the causes they champion by curating a multimedia campaign. Stand Together, a philanthropic community tackling the root causes of our country’s biggest problems, is building a library of player-led content to unlock the strength within communities and inspire fans to be part of that transformation. The collaboration also includes new fan-facing features on NFL.com/MyCauseMyCleats, enabling fans to search for players and learn their stories, bid on their cleats, and dive deeper into the causes that players support and donate directly to them. The storytelling will begin with the Origin Story of My Cause My Cleats, followed by a series of player-led community impact stories featuring Damar Hamlin (Buffalo Bills), Demario Davis (New Orleans Saints), Christian McCaffrey (San Francisco 49ers), Myles Garrett (Cleveland Browns), Lane Johnson (Philadelphia Eagles), and more.
Adobe AI Cleat Generator
NFL partner Adobe is encouraging fans to join the impact and showcase their creativity through an upcoming activation allowing fans to design custom cleats with Adobe Firefly’s generative AI. In addition, fans will be able to show their support for My Cause My Cleats by personalizing and sharing an official NFL-branded template in Adobe Express. Adobe will also be announcing partnerships with NFL players to showcase their chosen causes and cleat designers in an innovative way. Content from the creation process will release during My Cause My Cleats weeks, and will be included in Fields of Change, premiering December 27 on CBS. Learn more about Adobe Firefly, the all-in-one AI creative studio, here.
Visual On-Field Elements:
My Cause My Cleats will come to life visually on the field and in stadium during games throughout Weeks 12 and 13. Visual elements during activation games include goal post wraps, field-wall banners and in game moments recognizing the causes players have selected.
Hear My Footsteps Advertising Campaign:
“Hear My Footsteps,” this year’s My Cause My Cleats campaign, is a bold expression of the power each player possesses to make their presence known on and off the field, by uplifting the communities and people around them. The campaign stars the following NFL players spotlighting the causes that mean the most to them: Dion Dawkins (Buffalo Bills) highlighting the Dion’s Dreamers Foundation, and the work he is doing to provide mentorship and support to those in underserved communities, Micah Parsons (Green Bay Packers) showcasing his contribution to the mission of the Lionheart Foundation, which empowers trauma-impacted populations through programming in social emotional learning, and Jake Ferguson (Dallas Cowboys) highlighting the National Medal of Honor Museum Foundation, dedicated to honoring and celebrating the legacy of the Medal of Honor and its recipients. Created by 72andSunny, these spots are a powerful ode to all players creating positive impact on and off the field.
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