Idris Elba's DontStabYourFuture brand in deal with NFL by DredieMann
Actor and London-born NFL coach Aden Durde partner to raise awareness of knife-crime campaigning in the capital
The shoe was designed by Idris Elba and Aden Durde and features ‘Don’t Stab Your Future’ across the Nike swoosh and the shoe as well as notable London postcodes where knife crime has been rife. “That it isn’t just the victim and the victim’s family whose lives are tragically impacted, but your own future that you are stabbing. And that became the brand language.“No one likes to hear a message like ‘stab’. I’m not here to sell clothes, I’m here to sell a message and use my voice and platform to try and get people to understand that we need to keep talking about youth-on-youth violence.”
Launched in 2016, the ‘My Cause My Cleats’ initiative brings off-field causes, on-field throughout Week 13. “Sport is naturally an incubator for bringing likeminded people together. Why? Because sports appeals to the youth, whether you are watching it, or are part of a team, or you are playing it and you have a coach. It’s a natural incubator for learning, respect and personal growth.
“As The Commissioner of one of the world’s biggest sporting organisations he knows that the intersection between youth and sport and the NFL is a precious space and one that can bring about change, and how using their platform can help kids to understand there is an alternative to violence.“Within three weeks myself, Aden and the Big Kid Foundation were working together. The commitment from the NFL comes right from the top.
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