Behind the Lens: NFL players step out for a worthy cause

It’s human nature for any individual at some point in their life to have a vision. Presumably that vision could include the future. I’m not referencing futuristic clothing, appliances, housing or means of transportation. My reference is to an individual of substantial notoriety, campaigning for a cause they truly believed in.

Former Chicago Bears wide receiver Brandon Marshall, who was actually born in Pittsburgh and then relocated, was that individual. Marshall was an NFL journeyman for 13 seasons, spending time with the Broncos, Dolphins, Bears, Jets, Giants, Seahawks and Saints. On Oct. 10, 2013 Marshall’s vision came to fruition in a Thursday night football contest against the New York Giants.

As the NFL was ramping up its promotion of pink for Breast Cancer Awareness Month, and with no disrespect to the league’s efforts, Marshall was advocating for a different cause that year. He told anyone who was willing to listen about the upcoming plan he devised.

On that October night, Marshall donned a pair of green football shoes to attract attention to Mental Health Awareness Week. Promoting said week is special for him, as Marshall has been treated for a personality disorder in the past.

The NFL office responded to Marshall’s decision to wear those cleats by promptly fining him $10,500 as outlined in the official letter he received. The fine was for violating the league’s uniform policy, which contained a strict rule against non-approved footwear. Not only did Marshall’s actions draw a fine, but heavy criticism as well.

Marshall used the situation to start a conversation, posting the league letter informing him of the fine on social media platforms that year. He wrote, “Football is my platform not my purpose. This fine is nothing compared to the conversation started & awareness raised.” Marshall matched the fine with a donation to his foundation, which supports mental health awareness, and auctioned off the shoes, donating the proceeds to the charity.

Other players have periodically advocated for a cause and in some fashion reshaped their normal uniform since Marshall’s 2013 effort. By altering their attire on game day, those individuals were also fined for violations under the NFL uniform policy. With an outcry from players and the public, the powers that make up the NFL brain trust in the posh New York offices knew something must be done.

Even though credit was not given to a select individual, rather deemed a player-led campaign, the NFL’s “My Cause My Cleats” initiative was launched in 2016. Players, coaches and staff members wear custom-designed cleats to spotlight the causes and nonprofits they care about most. Individuals are directly responsible for creatively designing and customizing their cleats to elevate those important causes and nonprofits.

To bring those creative visions to life, participants partner with cleat manufacturers and designers to display their causes in unique ways. Some of the selected organizations advocate for cancer prevention and disease awareness, mental health resources, youth empowerment, social justice efforts, military appreciation and many more.

Now in its 10^th season the initiative is the perfect opportunity to highlight the collective influence the NFL Family has in every corner of the globe. It uplifts players’ voices to potentially achieve meaningful change for that particular organization.

“Our players are passionate supporters of many charitable causes and serve as changemakers in their respective communities.” NFL Commissioner Roger Goodell said. “We are excited to build upon last year’s success and work with our players to expand this unique platform that enables them to raise awareness for causes they support.”

Nov. 17 saw the kickoff of the current campaign with the start of Unboxing Week This week enables all participants league-wide to reveal organizations they have chosen to support on their cleats through creative content across social channels.

The “My Cause My Cleats” campaign was active beginning with games during week 12 of this season, continuing into week 13 and concluding with games that finished Monday, Dec. 1. However, some exceptions will afford certain players the opportunity to highlight their causes in week 14 as well.

Over 1,800 members of the current players, legends, coaches and staff that make up the NFL Family have decided to participate this year using their platforms — and their cleats — to make a real impact on the causes that matter most to them. The league proudly supports every player who attempts to make a difference with impactful partnerships and the connection of fans with more opportunities to help in the fundraising efforts of those causes in each and every community.

The campaign comes to life through strategic partnerships, fundraising efforts, visual on-field elements and meaningful storytelling. This platform allows players’ voices to become more empowered, expanding their impact off the field and into their communities.

Following each dedicated “My Cause My Cleats” game, players can choose to donate their cleats by auctioning them on NFL Auction, where fans may bid on them throughout the season. The NFL does not profit from the sale of these cleats, as all funds raised will be donated by the NFL Foundation to each player’s selected charity.

Your Pittsburgh Steelers participated in the Week 13 edition of “My Cause My Cleats” games as they hosted the Buffalo Bills at Acrisure Stadium on the North Shore Sunday, Nov. 30. More than 43 players from the active roster took part in designing and showcasing their footwear for the event. 

Cleats worn by the Black & Gold for all of Steelers Nation to view showcased many worthwhile platforms, which if I chose to list them all would profoundly lengthen this semimonthly column. My intention is not to place one charity or player’s worth over the other, but space limitations warrant it. I will, however, enlighten our faithful readers to a shortened version detailing some of the charities and the players who support them in the following paragraphs.

Some of the platforms on display included Autism Awareness, Sickle Cell, Lupus, Life House, Endowment Funds, Anemia, Mental Health, Cafe Momentum, Veterans Groups, The Military, Foundations, Syndromes and Hospitals.  

Players Payton Wilson, Jaylen Warren, Brandon Echols and Keeanu Benton showed their support for various entities of Cafe Momentum. Yahya Black and rookie quarterback Will Howard selected NMDP, the National Marrow Donor Program. Linebacker Alex Highsmith showed off the colors for the Alex Highsmith Family Foundation as did tight end Pat Freiermuth, who chose the Pat Freiermuth Fund. Cam Heyward touted the Heyward House and all its worthwhile endeavors.

Defensive back Joey Porter Jr gave his shout-out to the Jasmine Nyree Campus for housing. Quarterback Mason Rudolph pledged his support to Life House and kicker Chris Boswell selected Smiles for Katie. 

The military was selected by Patrick Queen and teammate DK Metcalf, as Queen chose Veterans Place of Pittsburgh and Metcalf supported the Call Of Duty Endowment. Dionte Kent and Troy Fautanu picked the fight for Breast Cancer Awareness.

UPMC Hospital was the choice of several players, which included Kenneth Gainwell advocating for the Center For Brain Injury Rehabilitation at UPMC. Center Zack Frazier and edge rusher TJ Watt are staunch supporters of UPMC Pittsburgh Children’s Hospital.

Photos by Mike Longo Jr.

This year, fans can get in on the impact too. Visit NFL.com/MyCauseMyCleats to learn about each player’s story, bid on their cleats and support by donating to the charities making a difference in communities.

Officially, the NFL has never credited a specific individual for the “My Cause My Cleats” movement, but I, for one, am willing to do just that. In my opinion Brandon Marshall is that individual. In 2013, had Marshall not had the vision to launch such an effort, perhaps the NFL never would have adopted and developed this movement. 

I’ll leave you to ponder who deserves the credit. Marshall gets my vote.