my cause my cleats
Custom Cleats, Big Impact – A 7-Eleven x Cowboys x Genesco Campaign
Client:
Genesco Sports Enterprise
Campaign:
7-Eleven x Cowboys x Genesco Campaign
Services:
Production, Post-Production
Genre:
Sports, Brand Partnership
Website
Project:
When Genesco Sports Enterprises (GSE) came to us with a powerful creative concept for their client 7-Eleven, we jumped in to bring it to life through video. The campaign partnered 7-Eleven with Dallas Cowboys stars Micah Parsons (#11) and Trevon Diggs (#7)—a perfect numeric nod for the brand—and tied into the NFL’s annual My Cause, My Cleats initiative.
Each player would collaborate with The Shoe Surgeon to design custom cleats representing their personal stories, hometowns, and causes. These one-of-a-kind cleats would later be auctioned off through 7Collection, with proceeds benefiting local Children’s Miracle Network hospitals in Harrisburg, PA (Micah) and Baltimore, MD (Trevon).
Process:
As GSE’s video production partner, we were responsible for capturing the heart of the campaign—from the spark of inspiration to the final reveal. We produced four custom videos per player, each focusing on a distinct part of the story:
Inspiration – A personal look into the players’ hometowns, causes, and design ideas.
The Process – Behind-the-scenes footage of virtual design meetings with The Shoe Surgeon.
Impact – Emotional reflections from the players on why giving back matters.
Reveal – A polished close-up showcase of the final cleat designs, ending in a powerful call to action.
Production:
This Dallas Fort Worth commercial video production came with tight timelines and detailed logistics. We coordinated directly with GSE to align with player schedules and secured shoot access at The Star in Frisco, the Cowboys’ practice facility. With very limited time with Micah and Trevon, precision planning was essential—from pre-interview prep to lighting setups and b-roll choreography.
We conducted on-site interviews and filmed custom b-roll at the training facility.
We shot product footage of the cleats on a green screen for compositing and animation.
We ensured brand elements, player voice, and story integrity were all aligned in real-time with GSE on-site as a creative liaison.
Post-Production:
Back in the studio, our creative video team took the raw footage and shaped it into four high-impact stories per athlete. Post involved:
Green screen compositing for clean cleat reveals
Custom motion graphics and animated branding elements
Music licensing, sound design, and narrative editing
Polished storytelling that preserved each player's voice and message
The final videos were designed for social media and published on each player’s personal channels, leading up to game day where the cleats were worn and later auctioned.
Results:
The campaign was a win for everyone involved. 7-Eleven got engaging, heartfelt content aligned with purpose-driven marketing. GSE’s creative vision was executed with care and clarity. And most importantly, the videos helped drive visibility and support for meaningful causes in Micah and Trevon’s hometowns.
Our team delivered:
Eight branded videos in total, optimized for online and social platforms
A seamless collaboration with the client and talent team under time-sensitive conditions
A final product that was impactful, authentic, and visually compelling
Why We Loved This Project:
This campaign blended advertising with heart—something we’re always proud to be a part of. Working with GSE, 7-Eleven, and two NFL stars on a project with real-world impact reminded us why we do what we do. From pre-production planning to on-site execution to the final creative video production, our crew crushed it.