The phrase “Choose Love” is emblazoned on NFL players’ helmets as part of the league’s “Inspire Change” campaign, which seeks to advance social justice and harmony.
As America’s most-watched league, the NFL has enormous influence and the ability to motivate people.
The league frequently launches various campaigns and initiatives to convey a message to the supporters.
Similarly, the NFL and team owners and players introduced the “Inspire Change” campaign in 2019 as a joint effort to address systemic injustices.
This program’s four main focuses are criminal justice reform, economic development, police-community relations, and education.
All 32 NFL teams support the campaign, and players choose to wear these statements on their helmets.
NFL announces #InspireChange initiative with goals of advancing national conversation and progress on social justice: https://t.co/PLucgvqcXD pic.twitter.com/bHo67Y78zU
— NFL (@NFL) January 11, 2019
In addition to helmet decals, the NFL has placed social justice slogans in stadium end zones and other conspicuous locations.
For example, since the 2020 season, the NFL has imprinted slogans like “End Racism” and “It Takes All of Us” near end zones.
The NFL Provided the Players With Seven Distinct Slogans to Select From
During the 2020 season, the NFL implemented helmet decals with social justice messages as part of the initiative, and they have continued to do so ever since.
A list of pre-approved slogans is available for players to select from, which includes:
- Choose Love
- End Racism
- Stop Hate
- It Takes All of Us
- Black Lives Matter
- Inspire Change
- Say Their Stories
These messages aim to amplify awareness and encourage unity both on and off the field.
Former slogans included “Stop Hate” and “End Racism,” which were ideological, and “Black Lives Matter” and “Say their Stories,” which were direct reactions to current affairs.
Since 2020, these phrases have appeared on player helmets and in the end zones; however, the NFL recently changed them during Super Bowl LIX in February 2025.
In addition, the NFL substituted “Choose Love” and “It Takes All of Us” for the previous slogan in the end zones.
This was the first time in four years that the league had not mentioned “End Racism“ during the Super Bowl.
Why Do NFL Helmets Say Choose Love?
The NFL introduced the specific message “Choose Love” in response to the rising number of hate crimes and gun violence incidents nationwide.
By embracing this slogan, the league hopes to promote empathy, comprehension, and inclusivity among players and supporters.
Although the goal of the message is to promote positivity, it has generated conversations among fans and commentators.
While some see it as a sincere attempt to motivate change, others think it is a broader statement than earlier.
Despite dissenting views, the NFL insists that these messages are essential for raising social consciousness and fostering deep dialogue.
Overall, the tagline captures the NFL’s dedication to tackling social concerns and using its influence to promote constructive change.
Additionally, the meanings of the other six slogans that are inscribed on NFL players’ helmets are as follows:
| Slogans | Meaning |
| End Racism | Demands that systemic discrimination be eradicated and that racial equality be achieved. |
| Stop Hate | Calls for unity and denounces acts of violence and hate crimes. |
| It Takes All of Us | Places a strong emphasis on our shared accountability for bringing about constructive change. |
| Black Lives Matter | Promotes racial justice and draws attention to the struggle against racial inequality. |
| Inspire Change | Encourages support for social justice reforms and action. |
| Say Their Stories | Pays tribute to those who have been harmed by police and racial injustice. |
Additional Information
- Over 650 local nonprofits and 40 national grant partners have received over $300 million in grants from the NFL through the “Inspire Change” initiative.
- Since the 2020 season began, the NFL’s new Inspire Change television spots and grant partners have been viewed over 1 billion times.
- Every NFL team selects a “Changemaker,” a person who has made a major impact on social justice in their community.
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