A step in the right direction.
The National Football League’s annual My Cause, My Cleats initiative is a favorite of players, coaches and staff from around the country.
Check out Who We Are’s first appearance.
2021
In December 2021, Who We Are was introduced to the world through the My Cause My Cleats campaign.
The Who We Are shoes are a vibrant canvas of colors representing Armenia’s red, blue, and orange flag, the coat of arms, and imagery of Mt. Ararat, the mountain where Noah’s Ark famously docked.
While Armenia holds a special place in the heart and soul of Who We Are, we are a blend of many cultures. To illustrate that notion, “Who We Are” is written in languages that span each continent: Amharic, Arabic, Armenian, German, Hebrew, Hindi, Portuguese, Spanish, Swahili, Thai, and Yoruba.
Togetherness and peace is in our hands, not just for us, but for the future. The children on the shoes symbolize that future, as well as our mission to help create, learn, share and celebrate cultural identity.
Global Connection
Tatev Monastery in Syunik, Armenia is ancient marvel of faith, education, culture, art, science and innovation.
Precious faces like these from Shushi, Artsakh represent our cultures and future.
Bidding for My Cause My Cleats is closed for 2021.
Looking forward to what next year’s auction will bring!
2020
2020 My Cause My Cleats
Patriots QB Cam Newton supporting the shoes and their cause
In 2020, our Founder’s ArmeniaFund shoes set a record by raising over $40,000.
Winning bidders Bob Khederian and Michele Kolligian donated the shoes to the Armenian Museum of America.