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, it kept them on the sidelines. The NFL sought to transform spectators into participants, giving fans a way to join the movement by showcasing their own team pride and personal values. With just weeks until the next campaign launch, the NFL needed a digital experience that would engage and inspire fans from every team in the league. And they needed it fast.

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.