My Cause My Cleats Campaign Featured by the Las Vegas Raiders

The NFL’s annual My Cause My Cleats campaign has long been a powerful platform for players to shine a light on causes close to their hearts—and this year, the Las Vegas Raiders are stepping up their participation, turning the initiative into a team-wide effort to drive awareness and support for diverse charitable organizations. More than just custom-painted cleats worn during a single game, the Raiders’ involvement in My Cause My Cleats includes pre-game fundraisers, player-led community events, and digital campaigns to amplify the stories behind each cause. From mental health advocacy to youth education and veteran support, Raiders players are using their platform to make a tangible impact, while the team’s organization is rallying fans to join the movement. My Cause My Cleats Campaign Featured by the Las Vegas Raiders explores how the Raiders are elevating the campaign, the personal stories driving players’ choices, and how this initiative strengthens the team’s bond with the Las Vegas community.

My Cause My Cleats Campaign Featured by the Las Vegas Raiders begins with the team’s approach to My Cause My Cleats, which goes beyond on-field participation to create a month-long series of events that engage players, fans, and local nonprofits. Unlike past years, where players primarily showcased their cleats during a single December game, the 2024 campaign for the Raiders includes a “My Cause My Community” week (leading up to the game) with player visits to partner organizations. For example, defensive end Maxx Crosby—who is advocating for mental health awareness through the American Foundation for Suicide Prevention (AFSP)—hosted a youth workshop at a Las Vegas middle school, talking to students about mental health resources and signing autographs. Wide receiver Davante Adams, supporting youth sports programs via the Boys & Girls Clubs of Southern Nevada, joined a after-school football clinic to coach kids and donate new equipment. “My Cause My Cleats isn’t just about wearing cool cleats—it’s about using our visibility to make a difference,” Crosby said. “The Raiders wanted to turn this into something bigger, something that lets us connect with the community and show fans that we care about the same issues they do. That’s what makes this year’s campaign special.”

A second highlight of the Raiders’ My Cause My Cleats participation is the artistry and personal meaning behind the players’ custom cleats, each designed to tell a story about their chosen cause. Crosby’s cleats feature a bold silver base with black and teal accents—teal is the color of AFSP’s mental health advocacy—along with hand-painted quotes like “You Are Not Alone” and the AFSP logo. Adams’ cleats showcase a vibrant collage of photos from Boys & Girls Clubs events, along with the club’s logo and the phrase “Building Great Futures.” Rookie quarterback Aidan O’Connell, who is supporting military families through Operation Homefront, designed his cleats with a camouflage pattern, American flag details, and a small photo of his grandfather—who served in the U.S. Army. The cleats were created in collaboration with local Las Vegas artists, who worked closely with players to bring their visions to life. “Working with local artists was important to us,” said Raiders Community Relations Director Jessica Guerrero. “It let us support Las Vegas creatives while making each pair of cleats unique and personal. Every detail—from the colors to the symbols—has a meaning, and that’s what makes these cleats more than just gear; they’re a statement.” After the game, all cleats will be auctioned off, with 100% of proceeds going to the players’ respective charities.

My Cause My Cleats Campaign Featured by the Las Vegas Raiders also includes the team’s digital campaign to amplify the cause, which has helped reach fans beyond Las Vegas and drive donations to partner organizations. The Raiders launched a dedicated “My Cause My Cleats” page on their website, featuring videos of players talking about their chosen charities, links to donate, and a live tracker of how much money has been raised. On social media, the team shared behind-the-scenes clips of players working with artists to design their cleats, along with daily posts highlighting a different player and their cause. For example, a TikTok video of O’Connell talking about his grandfather’s military service and Operation Homefront went viral, generating over 500,000 views and \(15,000 in donations in 48 hours. “Digital is key to making this campaign accessible to all our fans,” Guerrero said. “Not everyone can attend the game or the community events, but they can still support the causes by donating or sharing the content. For the Las Vegas Raiders, this digital push has turned a local initiative into a national movement, letting fans across the country join us in giving back.” As of press time, the Raiders’ My Cause My Cleats digital campaign has helped raise over \)120,000 for partner charities—surpassing last year’s total by 30%.

Another key part of the Raiders’ participation is the game-day experience, which is designed to immerse fans in My Cause My Cleats and encourage in-stadium support. During the Raiders’ December 8 home game against the Denver Broncos, the team will host a “Cause Village” outside Allegiant Stadium, where partner nonprofits can set up booths to share information about their work and recruit volunteers. Fans who donate $20 or more to any of the featured charities will receive a limited-edition “My Cause My Cleats” wristband, and select donors will be chosen to meet players during a pre-game photo op. Inside the stadium, jumbotron videos will highlight each player’s cause during warm-ups, and the Raiders’ cheerleaders will wear custom uniforms that match the campaign’s silver and black color scheme. “Game day is our chance to bring the campaign to life for 65,000 fans,” Guerrero explained. “We want everyone in attendance to feel like they’re part of something bigger—like they’re helping make a difference just by being there. For the Las Vegas Raiders, this game isn’t just about winning; it’s about using our biggest stage to lift up the causes that matter to our players and our community.”

Finally, My Cause My Cleats Campaign Featured by the Las Vegas Raiders wraps up with the long-term impact of the campaign, which is helping the Raiders build deeper, more meaningful connections with the Las Vegas community. While the cleats and game-day events are temporary, the relationships the team is fostering with local nonprofits are lasting. For example, the Raiders have committed to continuing their partnership with the Boys & Girls Clubs of Southern Nevada beyond My Cause My Cleats, with plans to host quarterly sports clinics and donate $50,000 annually for the next three years. Similarly, Crosby’s work with AFSP will include a annual mental health summit in Las Vegas, bringing together experts, survivors, and community members to discuss resources. “My Cause My Cleats is a starting point, not an end,” said Raiders President Sandra Douglass Morgan. “We want to use this campaign to build sustainable change in Las Vegas, to show that the Raiders aren’t just a football team—we’re invested in the well-being of this city. The response from fans and nonprofits has been overwhelming, and it’s clear that this is something the community wants and needs.” For the Las Vegas Raiders, My Cause My Cleats is more than a league-mandated initiative; it’s a reflection of their values—of using sports to uplift, connect, and make a difference. As the campaign continues to grow, it’s becoming a cornerstone of the team’s identity in Las Vegas, proving that winning on the field is important, but winning off the field—by supporting the community—is what truly makes a team great. My Cause My Cleats Campaign Featured by the Las Vegas Raiders ultimately shows that when athletes, teams, and fans come together for a common good, they can turn passion into purpose—and that’s the power of sports.