Art Direction • Concept Design

NFL "My Cause My Cleats"
(John Jenkins)

Objective

As part of the NFL’s My Cause My Cleats campaign, we partnered with player John Jenkins to design custom cleats that would raise awareness for the American Diabetes Association and highlight the personal impact of diabetes on his family. The challenge was to authentically represent both Jenkins’ personality and ADA’s branding in a design he would be proud to wear on the field.

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The Challenge

The creative balance required honoring ADA’s brand message while designing something deeply personal and expressive for the player. The cleats needed to reflect Jenkins' story and passions—while gaining his full approval and excitement to wear them on national television.

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Design Solution

We presented Jenkins with a mood board combining ADA’s campaign slogan, “For Life,” and visual elements drawn from his personal story. The cleats featured heartfelt tributes to his grandmother and mother, both affected by diabetes, alongside his love for Ferrari and high-performance design. The result: a bold, custom visual language using vivid reds, metallic finishes, and texture-driven materials like chrome plates and a texturized rubber base—all built on Nike’s Vapor Untouchable Pro 3 cleat silhouette.

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Results

Despite some production limitations, the final cleats were a hit—Jenkins loved the design and proudly wore them during the campaign. The project successfully merged ADA’s mission with a powerful, personal narrative, elevating visibility for the cause while honoring the player’s voice.

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