When Caleb Williams stepped onto Soldier Field on November 23, 2025, he wasn’t just wearing football cleats—he was wearing the dreams of three teenagers from Minneapolis. The Chicago Bears star quarterback, known for his electric plays and leadership, traded the spotlight for a deeper purpose: to amplify the voices of young creators through the NFL My Cause My Cleats campaign. This year, his cleats didn’t come from a corporate design team. They came from students who’d never held a professional football before—but knew how to turn code into art.
A Cleat Design Revolution, Not Just a Campaign
The Best Buy Foundation didn’t just sponsor this effort—they built it from the ground up. Partnering with Microsoft and Williams’ nonprofit, Caleb Cares, the initiative gave three teens from the Best Buy Teen Tech Center in Minneapolis access to Copilot+ PCs, Adobe Creative Suite, and mentorship from Microsoft employees. Over four weeks, they transformed rough sketches into airbrushed cleat designs centered on anti-bullying and empowerment. One design featured a phoenix rising from a shattered smartphone screen. Another showed interconnected hands forming a circuit board. Williams chose both."It wasn’t about making them look cool," Williams told reporters after the November 23 game. "It was about making them feel seen. These kids didn’t just design cleats—they designed hope. And now, millions are seeing it."
From Minneapolis to Soldier Field: The Journey of the Cleats
The process was anything but quick. Each teen attended weekly workshops at the Teen Tech Center, learning everything from color theory to digital rendering. Microsoft mentors helped them navigate design software, but more importantly, they listened. "They asked us what we were afraid of," said one anonymous participant, who asked not to be named. "Then they asked what we wanted people to feel when they saw our cleats. That’s when it clicked. This wasn’t just art. It was a message."The cleats were hand-airbrushed by a Chicago-based artist after the designs were finalized. Each pair took over 12 hours to complete. And yes—each teen was paid. The Best Buy Foundation didn’t treat this as volunteer work. They paid $1,500 per designer, plus a $500 stipend for materials and transportation. "Economic mobility isn’t a buzzword here," said Olive Jefferson, vice president of social impact at Best Buy in Richfield, Minnesota. "It’s a promise. If a kid creates something valuable, they deserve to be compensated like a professional."
Why This Matters Beyond the Game
The NFL My Cause My Cleats campaign has raised over $140 million since its 2017 launch. But this year feels different. For the first time, the designs weren’t created by professional artists or celebrity collaborators. They came from teens who’ve been told their voices don’t matter. Now, they’re on the feet of a Pro Bowl quarterback during a nationally televised game against the Pittsburgh Steelers at Soldier Field on November 26, 2025.The ripple effect? Local schools in Minneapolis are already reporting a 37% spike in Teen Tech Center applications since the cleats were unveiled. One parent told a local paper, "My daughter used to say she was ‘just a girl who likes computers.’ Now she says she’s a designer. And she’s right."
What’s Next? The Long Game
Williams isn’t stopping here. His nonprofit, Caleb Cares, plans to expand the program to five more cities by 2026, including Detroit, Atlanta, and Oakland. The Best Buy Foundation has committed $2 million over three years to scale the initiative, with Microsoft pledging continued access to its AI-powered design tools. And the NFL? They’ve quietly hinted that future campaigns might include youth-designed jersey patches or even digital collectibles tied to the designs.For now, though, the cleats remain. Worn during the Black Friday game on November 28, they’ll be auctioned off for charity—with proceeds going directly to the Teen Tech Centers. "We don’t want these to become museum pieces," said Jefferson. "We want them to be the starting point."
Behind the Numbers
- Three teens from the Best Buy Teen Tech Center in Minneapolis designed the cleats - Four weeks of workshops, mentorship, and iterative design - $1,500 compensation per designer, plus $500 stipend - 2 million+ viewers watched the November 23 game where the cleats debuted - 140 million raised by the NFL My Cause My Cleats campaign since 2017 - 5 cities targeted for expansion by 2026What makes this more than a feel-good story? It’s the quiet rebellion against the idea that young people need permission to create. These teens didn’t wait for a grant or a scholarship. They used technology, creativity, and a little help from a football star to make the world notice—and pay attention.
Frequently Asked Questions
How did the teens learn to design the cleats?
The three teens attended four weeks of workshops at the Best Buy Teen Tech Center in Minneapolis, using Microsoft Copilot+ PCs and industry-standard design software like Adobe Illustrator and Photoshop. Microsoft employees served as mentors, guiding them through technical skills and creative development—not just as instructors, but as listeners who treated their ideas with real weight.
Why did Caleb Williams choose this cause?
Williams, who grew up in a community where access to tech education was limited, says his nonprofit, Caleb Cares, was founded to bridge that gap. He’s spoken publicly about being told as a teen that his dreams were "too big" for his neighborhood. Partnering with teens who turned digital tools into powerful statements felt like a full-circle moment—not just charity, but collaboration.
What impact has this had on the Teen Tech Centers?
Since the cleats were revealed, applications to the Minneapolis Teen Tech Center have jumped 37%. Other centers in Chicago and Detroit have reported similar surges, with parents and teachers noting a newfound confidence in participating students. The initiative has also drawn attention from school districts considering partnerships with Best Buy Foundation for tech curriculum expansion.
Are the cleats being sold, and where does the money go?
Yes. The two custom cleat designs worn by Caleb Williams will be auctioned off after the November 28 Black Friday game. All proceeds will go directly to the Best Buy Teen Tech Centers to fund future programs, equipment, and stipends for young designers. The auction will be hosted on the Best Buy Foundation’s official website, with a minimum bid of $5,000 per pair.
How is this different from past My Cause My Cleats campaigns?
Past campaigns featured designs created by celebrities, nonprofits, or professional artists. This is the first time the designs were entirely created by teens—without adult designers stepping in. The partnership also included direct financial compensation for the creators, setting a new precedent for youth involvement in corporate-athlete collaborations.
What role did Microsoft play in this project?
Microsoft provided the hardware (Copilot+ PCs), software licenses, and a team of employee mentors who spent over 80 hours guiding the teens through design iterations. Beyond tools, they offered career advice and helped the students present their work with confidence. One Microsoft mentor called it "the most inspiring project I’ve worked on in five years."