Every year, NFL players get one week to let their cleats do the talking — and the message is always bigger than football. The league’s My Cause My Cleats initiative returns this season with more than 1,800 players, coaches, staff, and legends showcasing custom footwear designed to spotlight the causes they care about most. And in 2025, those causes are hitting especially close to home for HBCU supporters and alumni.

The annual campaign kicked off with Unboxing Week, where players revealed their chosen nonprofits through social content and first-look cleat drops. From cancer prevention and mental health advocacy to youth empowerment, social justice, and military support, the range of causes reflects the issues players are tackling year-round.

“Through My Cause My Cleats, we have an opportunity to spotlight nonprofit organizations the NFL family supports year-round,” said Anna Isaacson, NFL Senior Vice President of Social Responsibility. “We deeply value the commitment shown by players, coaches and staff to make the initiative so successful.”

Ten years in, the program still evolves — adding new storytelling elements, fan engagement tools, and partnerships with Rayze, Stand Together, Adobe Firefly, and cleat designers across the country. But this season introduces one of the most exciting additions yet: a platform for HBCU students to design cleats that get showcased on one of the biggest sports stages in the world.

In one of the initiative’s newest creative extensions, supporters of HBCU-focused nonprofits teamed with the organizations to design custom cleats representing specific HBCUs. The designs compete for a cash prize, appear at the NFL Fan Experience, and — the ultimate flex — get worn on the field by selected NFL players.

Players including Houston Texans OT Tytus Howard, an Alabama State alum, commit to donating funds to the HBCU student designer and choose their favorite cleat to wear during Weeks 12 and 13. The combo of visibility, player amplification, and fundraising power drives major awareness for both the nonprofit and the featured HBCU.

For many student designers, it’s not just a creative opportunity — it’s real-world affirmation, a résumé-builder, and a chance to show the culture on the biggest stage in sports.

HBCUs have produced some of the most storied players in NFL history — from Jerry Rice and Walter Payton to Shannon Sharpe and Michael Strahan. Today’s athletes continue that legacy, not only by representing their alma maters on the field but by investing back into the next generation.

This season, several standouts are dedicating their My Cause My Cleats spotlight to HBCU-focused nonprofits:

Supporting: HBCU Elite
Mission: Expanding visibility, resources, and support for HBCU athletes through programming, events, mental health initiatives, and development opportunities.

Also supporting: The Hidden Opponent
Mission: Leading global athlete mental health advocacy with education, community resources, and stigma-breaking conversations.

Hodge’s cleats reflect two missions he’s lived firsthand — the need for true support for HBCU athletes and the often-silent mental health battles players face behind the scenes.

Supporting: HBCU Endzone

Mission: Offering scholarships, book and laptop assistance, and capacity-building aid to HBCU students and schools working to close chronic financial gaps.

Howard has long been active in supporting students from his hometown and his alma mater, and his cleats double down on that commitment.

Supporting: HBCU Endzone

Jones joins Howard in elevating HBCU Endzone’s work, proving the impact resonates well beyond HBCU alumni alone.

The beauty of My Cause My Cleats is that the awareness doesn’t just stay on the field. Fans can learn more about every player’s story — and even own a piece of the moment.

All cleats will be auctioned at NFL.com/MyCauseMyCleats, with 100% of proceeds going directly to the player’s chosen cause. It’s an easy way for supporters to amplify work that spans health equity, youth empowerment, social justice, military appreciation, environmental advocacy, and more.