Christian McCaffrey - My Cleats My Cause

Context

Through partnership with the Christian McCaffrey Foundation, Stanford Children’s Hospital, and Lucile Packard Foundation for Children's Health, we activated the NFL’s “My Cause My Cleats” platform to create a meaningful, patient-centered philanthropic experience tied to a nationally televised game moment.

Strategic Objective

Move beyond passive brand alignment and instead:

• Deepen athlete-to-hospital relationship

• Create direct patient involvement in cause storytelling

• Expand digital reach through collaborative amplification

• Build long-term foundation rapport for future partnerships

This was not just content. It was ecosystem building.

My Role

• Partnered with Christian McCaffrey Foundation as point of contact and creative ideation for campaign

• Facilitated patient experience with CMC at 49ers game, identifying patients who would align well with the campaign and benefit from the experience

• Coordinated hospital + foundation + athlete teams marketing materials

• Networked in-person during game-day activation, cultivating future partnership opportunities

• Identified and secured additional hospital visit and in-kind donation opportunity

This is advisory-level relationship management.

Execution

1. Patient Activation

   • Organized creative session allowing patients to design cleats

   • Christian selected one design for game-day use

   • Invited selected patient + 5 additional patients to game with VIP sideline PR opportunity

2. Relationship Expansion

   • Built rapport with McCaffrey team during box visit

   • Facilitated follow-up hospital visit

   • Secured significant cleat and merchandise donation to hospital

3. Digital Amplification Strategy

   • Cross-collaborated across three accounts:

     • Stanford Children’s

     • Christian McCaffrey Foundation

     • Christian McCaffrey

   • Designed emotionally-driven storytelling focused on patient joy and community impact

   • Leveraged collaborative posting to maximize reach