Idris Elba teams up with Dallas Cowboys coach Aden Durde in ‘My Cause My Cleats’ collaboration to spotlight British fashion-purpose brand ‘Don’t Stab Your Future’
London-born actor Elba and London-born NFL coach Durde partner to raise awareness of knife-crime campaigning in the capital
The Collaboration
London-born actor Idris Elba and London-born Dallas Cowboys coach Aden Durde have partnered for the NFL’s ‘My Cause My Cleats’ Week 13 initiative, spotlighting Elba’s fashion-purpose brand ‘Don’t Stab Your Future’ (DSYF). DSYF is an initiative supporting charities working to combat knife crime in the capital. The duo customized a pair of Nike Air Force One’s with DSYF graphics which Durde wore on-field during Sunday night’s game (Indianapolis Colts vs Dallas Cowboys). Design details included a list of the 14 London postcodes that have been affected by knife crime. Don’t Stab Your Future is handwritten by Elba with a neon graffiti inspired color pop across the shoe to represent London’s urban landscape. In a nod to the pair’s British roots the Air Force One logo is customized in the Union Jack colors of red, white and blue.
Don’t Stab Your Future
Founded by Idris Elba in 2018 in response to an increase in fatal stabbings in London, ‘Don’t Stab Your Future’ is an initiative supporting charities who are working to combat knife crime. The purpose-fashion brand DSYF aims to raise awareness by amplifying the message against knife crime and helping young people towards a better future. For more information visit here
My Cause My Cleats
Week 13 of the League sees NFL players, coaches, and staff across the league will wear custom-painted cleats (or
footwear) highlighting different non-profit organizations and causes that mean the most to them. For the seventh consecutive season, the My Cause My Cleats initiative will bring awareness to important, player, coach and staff picked causes through the screens of millions across the globe.
Launched in 2016, the My Cause My Cleats initiative brings off-field causes, on-field throughout Week 13. Year after year, the player-led campaign fuels crucial conversations and puts these causes at the forefront. The causes players have chosen to support this year include topics such as preventing gun violence, tackling social justice, prioritizing mental health, raising awareness for individuals with disabilities and disability research, women’s health, and more.
Players combine forces with artists and cleat manufacturers each year to create these custom-designed cleats that showcase their causes in a way that resonates personally to the player, their fans and the cause. See list here.
NFL Auction x Big Kid Foundation
Two pairs of the customized ‘Don’t Stab Your Future’ Nike Air Force One trainers have been signed by Elba and Durde and will be auctioned by NFL Auction, with monies raised donated to Big Kid Foundation to support the families of victims of crime.
Big Kid Foundation is an award-winning London charity that is committed to seeing no young person lose their life or potential to youth violence. Working with local communities to support and assist young people who are struggling with the pressures of gangs, crime and deprivation they help make positive step changes to lives. Through activities including weekly youth clubs, football and soccer training sessions and community and student leadership and mentoring programs they have been helping to develop leaders in the local community and provide access to opportunities for young people in London boroughs for 15 years.
