My Cause, My Cleats
This past week, the NFL gave players the opportunity to support causes of their choice through the fourth year of the My Cause, My Cleats campaign. The campaign allows players from all 32 teams to break uniform code during Week 14, and wear brightly-colored, customized cleats to show support for a cause important to them. Fuel Up to Play 60 (FUTP 60) was honored to have a total of ten (10) NFL players support the program, the most that they have ever had. The NFL players that supported the program this year included Jerome Baker (Dolphins), Matt Breida (49ers), Nate Ebner (Patriots), Dontrell Hilliard (Browns), Morgan Moses (Redskins), Harrison Phillips (Bills), Justin Pugh (Cardinals), Mitchell Schwartz (Chiefs) and Justin Simmons (Broncos).
As the sports marketing agency for Dairy Management Inc., (DMI), Team Services worked closely with the players, agents, teams and cleat designers to creatively incorporate and represent the farmer’s in the designs; the result being cow print cleats, i.e. the “Holstein pattern.” A handful of players wore the Holstein patterned cleats during the December 8th games to showcase their support of FUTP 60 and recognize the farmer’s for their unwavering commitment to American’s youth; definitely not something you’d expect to see during an NFL game!
Matt Breida (49ers), who supported Fuel Up to Play 60 for the first time this year was selected by the NFL to be featured in a national TV spot that aired during the Thanksgiving day games. Team Services worked closely with the NFL and their agency to help bring the idea to life, and helped coordinate Matt’s participation in the NFL’s commercial shoot. The spot aired on NBC’s night game on Thanksgiving, Monday Night Football, and more broadly on FOX networks during Week 14 My Cause My Cleats games.
Click HERE to Watch Matt Brieda's FUTP 60 Interview
Additionally, Team Services worked alongside DMI and developed an integrated communications plan that included social media posts across @FUTP60 channels and industry media outreach, as well as player and partner social media amplification. Each player agreed to post on their personal social media accounts about their cleats and support for Fuel Up to Play 60 during the campaign. Leveraging the partner social assets created a broader buzz and amplification of the already successful platform.
