How Minnesota Vikings Superstar Justin Jefferson’s ‘My Cause My Cleats’ Are Created

On the NFL catch of the year, Justin Jefferson launched himself above Buffalo Bills cornerback Cam Lewis to snare the football with his right hand.

While extending himself, the Minnesota Vikings wide receiver kicked out his right leg, showcasing his white Under Armour cleats in Week 10.

If Jefferson recreates the acrobatics in Week 13 against the New York Jets, you’ll see his black shoes emblazoned with statements and symbols against gun violence.

That’s because Jefferson is one of the NFL players participating in the My Cause My Cleats campaign. Now in its seventh season, the program gives players the opportunity to bring a cause, which is meaningful to them, to the forefront on gameday.

Players can use their custom-designed cleats to highlight an organization. Causes have included tackling social injustice, supporting youth, addressing mental health, raising awareness for disability research and empowering veterans.

Jefferson chose March For Our Lives, a student-led movement to help eliminate gun violence, this year.

The four different sides of his shoes include messages of one, a pistol and “ENOUGH IS ENOUGH END GUN VIOLENCE;” two, “MARCH FOR OUR LIVES” and a pistol behind a Ghostbusters-like red circle with a backslash and three, “END GUN VIOLENCE” with bullet holes. His initials and jersey number are on the tongue of both shoes.

The customized My Cause My Cleats will be auctioned off with 100% of proceeds from NFL Auction going to the players’ designated charities. Since the inception of My Clause My Cleats in 2016, those game-worn cleats have raised more than $1.5 million.

Dominic Ciambrone has created more than 30 pairs, including Jefferson’s last year, for this initiative.

After taking the player’s original cleat, Ciambrone has used leather, synethic materials, exotic skins, reflective 3M, paint, dye and even actual dollar bills to customize it.

“We’re not fully reconstructing it,” Ciambrone exclusively shared. “It’s very important for me to maintain the integrity of the cleat so that the athlete can perform at the highest level.”

The process consists of both the design and making of the shoes. The former can take anywhere from a day to three weeks, and the latter typically lasts one to three weeks.

Some football players know exactly what they want, and a slew of FaceTimes, calls and texts ensue to get the design just right. Others are content to defer to the designers’ artistic sensibilities.

“Every athlete is different,” Ciambrone said. “Some of them want to be a part of the process, and some of them don’t.”

While eager to do support his Two All Foundation, Tennessee Titans running backs Derrick Henry was content to outsource all creative control.

But Odell Beckham Jr. was directly involved when Ciambrone created a custom pair of Nikes valued at $200,000, featuring 1,494 white, D color, flawless diamonds, that he wore in last year’s Super Bowl.

Jefferson, Jalen Ramsey and Kyler Murray also have been hands-on.

Last year the Arizona Cardinals quarterback promoted the Call of Duty Endowment, a charitable organization that funds the placement of military veterans into high quality jobs after their service. It helped honor his late grandfather, a purple heart recipient, and all veterans.

“It was a very special cleat because it was very emotional,” Ciambrone said. “It meant a lot to him and his mother.”

For this weekend’s March For Our Lives iteration, Jefferson worked with Ben Johnson, a Minnesotan, on the design.

Johnson is one of several local sneaker customizers that Ciambrone paired with NFL players in their market.

Ciambrone’s SRGN Academy is also partnering with Big Brothers Big Sisters of America. Workshops in Las Vegas, Miami, Los Angeles and New York to teach 15 Littles and their Bigs from local Big Brothers Big Sisters about creativity and customization as they transform athletic gear into works of art with NFL clubs and players.

“I’m just an artist that likes to create and build with my hands,” Ciambrone said. “And I love teaching and inspiring others to do the same.”