Initiative Allows Players to Showcase Custom Cleat Designs to Amplify Causes Important to Them
NEW YORK – Nov. 25, 2024 – Beginning today, NFL players, coaches and staff across the league will reveal custom, specially designed cleats bringing attention to various causes and non-profit organizations they support through My Cause My Cleats. Launched in 2016, the initiative allows players to use their platforms, both on and off the field, to advocate for causes important to them while celebrating the positive impact the NFL Family makes in communities across the world. This season, more than 1,400 participants— players, coaches, Legends and staff— are highlighting relevant issues and nonprofit organizations on their cleats during games in Week 13-14 of the season.
To execute their designs in a unique way, players are collaborating with cleat manufacturers and designers to create custom-designed cleats displaying causes they care most about. This season, youth initiatives, including wellness programs and access to football camps, are the cause the most players are advocating for through My Cause My Cleats. Players, coaches and staff have also identified other issues to highlight on their cleats, including cancer awareness and prevention, social justice efforts and mental health. Several participants will also champion foster care and adoption, health and disease awareness, animal care, domestic violence, sustainability and many others. Learn more about which causes players are supporting here.
“Through My Cause My Cleats, the league brings attention to hundreds of nonprofit organizations the NFL Family supports year-round,” said NFL Senior Vice President of Social Responsibility Anna Isaacson. “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.”
“Since its start in 2016, this initiative has given players the platform to make a greater impact off the field and in their communities,” said NFL Senior Vice President of Player Operations Tracy Perlman. “My Cause My Cleats aligns with the NFL’s commitment to amplify player voices and make a positive change in communities across the world.”
This year, My Cause My Cleats will kick off on Thanksgiving Day with promotional efforts including a marketing spot featuring the many causes NFL players have chosen to support. The 90-second spot features Christian Gonzalez (New England Patriots), Tucker Kraft (Green Bay Packers) and Deebo Samuel Sr. (San Francisco 49ers). Gonzalez will bring attention to the important 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 will highlight the Cheyenne River Youth Project, whose work is dedicated to providing Native American youth in the Lakota community with the access, resources, and opportunities they need to have a successful future. Additionally, Samuel will promote the work of SPAAT, which provides support programs to help student-athletes make a successful transition to college and the pros. Watch the 90-second marketing spot here.
Following Week 13 and 14 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.
Rayze Fundraising Partnership
This year for the first time, the NFL has also partnered with Rayze, a mobile first platform, founded by seven-year NFL Legend, Carl Nassib. Rayze provides a platform to power nonprofit fundraising, corporate giving, and individual activism. Through My Cause My Cleats, Rayze allows NFL players, coaches and staff to raise awareness and critical funds to the causes they care about most. 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. Fans can support players in their individual fundraising efforts through Rayze here.
“My team and I are thrilled to see this partnership come to life. My Cause My Cleats has brought awareness and exposure to thousands of nonprofit organizations over the years, highlighting the generosity and leadership of the NFL and its players,” said NFL Legend and Rayze Founder and CEO Carl Nassib. “Our goal is to provide the infrastructure to connect these amazing organizations with generous fans and supporters for years to come.”
AWS Cleat Customization
Bringing an innovative new twist to My Cause My Cleats, Josh Allen (Buffalo Bills), Maxx Crosby (Las Vegas Raiders), and DK Metcalf (Seattle Seahawks), teamed up with AWS to leverage generative AI in their design process to showcase the causes they support in their local communities. 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.
Fans 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. Fans may design their own cleats online here.
“We are truly honored to be part of an initiative as impactful as the NFL’s My Cause My Cleats,” said Julie Souza, AWS’s global head of sports. “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. Additionally, we’re excited to welcome fans into the design process, creating digital cleats online that highlight causes that resonate with them personally.”
