‘My Cause My Cleats’ has firm foothold on league
DENVER — The “My Cause My Cleats” initiative has established a foothold in the NFL.
Five years ago, about 500 players participated in the inaugural campaign, marking the first time players could wear custom cleats during games without facing fines.
This year, more than 1,000 players took part, wearing their calico cleats during Week 13 games to raise awareness and funds for various causes. Some players whose teams were on the road last week can wear their cleats at home this weekend. Afterward, they’ll be auctioned off to benefit those causes.
Showing off their stylish shoes and highlighting the causes they’re passionate about has become something players look forward to every December, said Broncos outside linebacker Bradley Chubb, whose cleats were celestial this year, complete with planets and galaxies to match his nickname “The Astronaut.”
Players have increasingly worn custom-designed cleats during warmups in recent years to make a statement, fashion or otherwise. But the “My Cause My Cleats” campaign marks the only time all season they can wear them in games without getting fined for their fancy footwear.
“You can just go out there and wear custom cleats on the field and really show off what you’ve been working so hard for in the offseason,” Chubb said. “It’s another way for those fans to feel connected to you because they see you playing the game in something that means something to you.
“”It’s one of the best times of the year for me because I get to customize my cleats and go out there and look good doing it,” added Chubb, who’s highlighting his foundation which aims “to use sports as a platform to activate human potential.”
This year’s causes include topics such as tackling social justice, supporting families during the coronavirus pandemic and bridging the digital divide. About 21 percent of players selected social justice causes, 17 percent selected causes related to youth and education and 14 percent support health and wellness-related initiatives, the NFL said.
“Season after season I am inspired by the growing number of NFL players that participate in ‘My Cause My Cleats’ and the causes they represent,” Commissioner Roger Goodell said. “Each player has a story to tell and we are grateful for the impact they make in the communities in which they live and work, and society in general.”
Denver safety Justin Simmons said the ripple effect of the player-inspired campaign is that fans start to relate to them as more than just professional football players.
“It puts that humanity level back into the players: We’re more than just football players, and here are the things we care about, here are the things that hits close to home,” said Simmons, who had custom cleats made highlighting both his own foundation and the NFL’s “Fuel Up to Play 60.”
The NFL also is highlighting players and their causes through national television spots and features this month. The first spots featured Chiefs quarterback Patrick Mahomes discussing his charity “15 and the Mahomies” and Vikings receiver Adam Thielen calling attention to mental health through the “Thielen Foundation.”
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