Each year since the 2016 season, the NFL has implemented the “My Cause, My Cleats” initiative. The campaign allows players from all 32 teams to break uniform code during Weeks 13 & 14 and wear brightly-colored, customized cleats to show support for a cause important to them. NFL players had the opportunity to reveal their passions beyond the game and wear their “hearts on their feet” through this unique initiative. Dairy Management Inc’s (DMI) youth-focused program, Fuel Up to Play 60 (FUTP 60), was honored to have five (5) NFL players support the program during this season's campaign:
Avery Williamson; Linebacker, Pittsburgh Steelers
College: Kentucky
Harrison Phillips; Defensive Lineman, Buffalo Bills
College: Stanford
Justin Simmons; Safety, Denver Broncos
College: Boston College
Jerome Baker; Linebacker, Miami Dolphins
College: Ohio State
Shaq Quarterman; Linebacker, Jacksonville Jaguars
College: Miami (FL)
Team Services is DMI’s sports marketing agency and has managed the company’s NFL partnership since 2004. Along with managing 32 NFL Club relationships, Team Services strategically aligns the right NFL players with the Fuel Up To Play 60 program and dairy farmers. Given the at-home nature of the pandemic, Fuel Up to Play 60 is working harder than ever to help students eat right and stay physically active. Further, America’s dairy farmers are heavily involved in providing school meals to students throughout the country during the COVID-19 pandemic. This year, we are thrilled to have players honor these efforts on their cleats.
With the help of talented designers, the cleats creatively incorporate and represent Fuel Up to Play 60 and give a nod to the program’s primary funder, America’s Dairy Farmers, via cow print.
In concert with DMI’s communications team, we worked to create an integrated promotional strategy that included social media posts across @FUTP60 channels. In addition, Team Services worked with the five (5) players to highlight their cleats and further amplify the cause through their social media accounts. On behalf of our valued client, Team Services would like to extend gratitude to the group of players who showed their support for the Fuel Up to Play 60 program during the campaign this season!
