Ravens exec raises money for MDA with branded sneakers
Participation of Baltimore football executive in NFL charity project turns into novel wartime fundraising opportunity for Israel’s national medical emergency organization
Renee Ghert-Zand is the health reporter and a feature writer for The Times of Israel.
Adam Neuman is chief of staff and special adviser to the president of the Baltimore Ravens football team. Although he doesn’t play the sport professionally himself, he was able to raise money for Israel through a program initially designed for those who do.
Since 2016, National Football League players have been able to showcase charitable organizations important to them through a program called My Cause My Cleats.
As part of the program, players raise awareness of the charity by having an artist create a unique design for a pair of cleats. A player’s team then pays for the shoes and the artist’s fees and also donates to the charity. The player hopes that fans watching them on the field will notice the cleats and be inspired to also support the organization. Some players also auction off their shoes, with all proceeds going to the charity.
When Neuman, 33, learned that the Ravens’ leadership chose to extend the program to those at the senior executive level, he jumped at the chance to participate to raise awareness and funds for Magen David Adom, Israel’s national emergency medical, disaster, ambulance and blood bank service.
“I made a conscious decision to go in the direction of Israel with this. I knew how important it was right now,” Neuman said.
“I chose Magen David Adom because they have been doing essential work. They are on the ground, out in the field saving lives,” he said.
The Jewish Neuman said he was inspired by Maryland Governor Wes Moore having decided to light up the state’s Government House in blue in solidarity with Israel on October 10. He was also moved by the fact that the Ravens officially condemned Hamas’s savage October 7 attack on Israel, which sparked the current Israel-Hamas war, and held a moment of silence for the victims before one of its games.
“I felt it was really important for me to do my part, and I was able to do that by taking the opportunity to participate in the ‘My Cause My Cleats’ program,” Neuman said.
In his case, the shoes would not be cleats, but rather Nike Air Force 1 sneakers. Nike is the league-wide sponsor, so the shoe had to be one of the brand’s styles. Neuman chose the Air Force 1, which he called “a classic” that is both comfortable and fashionable.
Baltimore-based artist Nathanael Elvis was chosen to design the shoes, which combine red, white and blue — the colors of the Israeli flag and the MDA logo. Elvis was provided the official MDA logo in English and Hebrew and was given free reign to create the design.
“The only thing I insisted on was that it include a Jewish star,” Neuman said.
The pair for Neuman also featured the Ravens logo. According to American Friends of Magen David CEO Cathy Reed, 20 more pairs were made with the cooperation of the Ravens. However, only Neuman’s pair have the Ravens logo on them.
The shoes were a hit at the American Friends Magen David Adom gala in Miami on December 12, where 15-time world boxing champion and boxing promoter Floyd Mayweather, Jr. signed some.
Mayweather received the Champion of Israel Award at the event for his generous support of MDA during the war. He sent his personal airplane to Israel after the October 7 attacks with supplies for the wounded and displaced and emerged as a vocal advocate for the Jewish people during the recent rise in worldwide antisemitic incidents.
Neuman reported that many people spotted him wearing the shoes at a football game and thousands responded to his viral post on the shoes, asking where they could get them.
Reed said that AFMDA has been working nonstop since October 7 to support MDA’s lifesaving activities.
“We have had more than 98,000 new donors, have sent to Israel more than 200 new ambulances, and raised around $150 million,” Reed said.
The MDA-branded shoes are a unique and different aspect of this fundraising. They can be ordered through the AFMDA website. Adult, child and baby sizes are all available for $500, with $100 of that going directly to MDA’s work in Israel.
“They are a great conversation starter and way to raise awareness about MDA. The can be used to connect with and educate people who may not be typical supporters of our organization,” Reed said.
