The My Cause My Cleats campaign is being run by the NFL in order to promote various charities, foundations and programs.
There is no question that American football players have an enormous platform, and it is important for them to use this platform to draw attention to various causes and issues. While the NFL generally has very strict dress rules that fine players for even the smallest infractions, this week's games will see football players wearing all sorts of cleats with different designs. The only rule in regards to the My Cause My Cleats campaign is that the shoes must draw attention to a charity of some sort.
This campaign works to promote a good cause while also drawing positive attention to the NFL, which has received some criticism for its strict regulations on players' clothing and on-field behavior.