Each season, NFL players take part in the beloved #MyCauseMyCleats initiative, customizing their cleats to raise awareness for causes close to their hearts. While the campaign inspired fans, the NFL aimed to transform that inspiration into participation, offering them a way to join the movement and showcase their team pride and personal values. With just weeks until the next campaign launch, the NFL quickly needed a digital experience that would engage and inspire fans from every team in the league.

The NFL delivered a digital-first activation that empowered fans to create and share their own “Caused Out Cleats” from custom graphics generated in real time with:

• Their favorite NFL team colors
• A charity of their choice
• Their name, and
• The cause’s logo

With just a few taps, fans could build, personalize, and share their cleats across social platforms, turning awareness into authentic advocacy.

To maximize reach, the campaign launched across:

• NFL Network live broadcast
• SMS & email
• Organic and paid social channels

Campaign Performance:

• Millions of fans engaged, selecting from 32 teams and 6 major causes
• High social sharing rates, expanding reach and brand goodwill
• First-party data captured, fueling ongoing fan marketing efforts

The initiative didn’t just raise awareness for charities like the American Cancer Society, St. Jude, and the Special Olympics – it gave fans a voice and a platform to support what matters most to them.

In a league where engagement is everything, the My Cause My Cleats campaign was truly undefeated.