Each year, the Seahawks are one of the top-most participating clubs in the NFL’s My Cause, My Cleats initiative: where current and former players, staff, and personnel have the opportunity to custom design footwear that benefits a charity of their choice. In 2023, the Seahawks had a club-wide total of 43 participants who helped raise a total of $15,000.
The My Cause, My Cleats content rollout featured shoebox-inspired designs across Instagram, spotlight stories for select players, and photoshoot assets that incorporated props that aligned to the chosen causes. For example, Bobby Wagner’s cleats benefitted the Phenia Mae Fund: which honored his late mother and offered relief to victims of stroke and their families in partnership with VMFH. In the photos, we included FAST54: Bobby’s comic book that promotes stroke awareness and educates the telltale signs.
Despite the My Cause, My Cleats game being away at Dallas, we were able to capture on-field photography and promoted the live auction just days later. Fans could bid on the cleats, and in exchange, the money would go towards each participant’s chosen charity.
All design assets associated with the campaign included a refreshed look and feel: complete with a revamped My Cause, My Cleats logo that was shaped by a shoelace.
Role: Campaign Strategy, Media Planning, On-Asset Copy, Project Management
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Kelsey Mihachik 