In August of 2017, the National Football League (NFL) scaled back its rules on footwear for players, allowing them to wear personalized cleats before pre-game warm-ups providing that they are not offensive or express political views. However, players must wear matching team cleats during all games but one. The one game in which they were allowed to wear personalized cleats was Week 13 as part of the My Cause, My Cleats campaign. Players used the opportunity to support causes and nonprofit organizations near and dear to their hearts. For example, 16 players supported Special Olympics.
High-profile players such as Jamaal Charles, Evan Engram, Joe Flacco, Aaron Rodgers, and Kareem Hunt all wore cleats in support of Special Olympics, as did Chicago Bears mascot Staley. All cleats worn by the players were subsequently listed for auction with the proceeds going to Special Olympics. Others to support Special Olympics through their cleats included Joe Haden, Tyreek Hill, and Michael Hoomanawanui.