MLS, like the National Football League and other American professional sports leagues, is participating in Breast Cancer Awareness Month this October. To mark the occasion, a number of MLS players designed special boots with adidas.
The color of Breast Cancer Awareness Month is pink, and for that reason, so were the special boots. Several players participated in the effort, including Fredy Montero of the Seattle Sounders, Teal Bunbury of Sporting Kansas City, Chris Pontius of DC United, Darlington Nagbe of the Portland Timbers and Kenny Cooper of the New York Red Bulls.
Wearing his new shoes, Montero scored in Seattle’s 3-0 victory over Portland on Sunday.
All of those players designed the shoes themselves (you can do the same thing at miadidas.com), and the results were on display around the country this past weekend.
For Bunbury, designing the cleats had personal meaning: “I wanted to make something fun and exciting and that definitely looked good,” Bunbury said in a press release.
“Mainly though I wanted to show my continued support of Breast Cancer Awareness having that a family member was recently diagnosed with Breast Cancer. Having the ability to design my own cleat gave me the freedom to express my passion for the game.”
A great initiative from both brands with a nationwide impact. It actually goes beyond pink football boots. MLS communication also endorses this colour on their social media platforms such as Twitter. Brands are very concerned about raising awareness of major diseases and have actually the power to do so as long as there is a full integrated communication-product-PR-social media plan. It’s the case here.