The NFL has launched its 2026 kickoff brand campaign, The Season Is Your Stage, which highlights the cultural impact and creativity of player touchdown celebrations.
The campaign focuses on cellys, or signature dances, that have become a significant part of the sport’s identity and broader pop culture. Developed in collaboration with 72andSunny, the initiative features various league personalities, including Bijan Robinson and Kyle Pitts of the Atlanta Falcons, Dion Dawkins and James Cook of the Buffalo Bills, Luther Burden of the Chicago Bears, Rome Odunze of the Chicago Bears, Dexter Lawrence II of the Cincinnati Bengals, Nico Collins of the Houston Texans, Cam Bynum of the Indianapolis Colts, and Travis Hunter of the Jacksonville Jaguars.
A central element of the campaign includes a concept known as the Celly Studio, a fictional space where players rehearse their moves before appearing on the field. Indianapolis Colts player Cam Bynum takes on the role of a coordinator in the promotional content, assisting athletes with their choreography. The campaign also highlights specific celebrations from players such as Lawrence and Collins.
The celebration theme will reach fans through digital activations on Roblox and YouTube. In the NFL Universe Football experience on Roblox, users can earn or buy signature dances from players like Collins and Bynum to use with their avatars. The YouTube series NFL Race to the Endzone is also returning for a second season, featuring a new segment called the Celly Challenge where players and digital creators test their dancing abilities.
The regular season officially begins on Sept. 9, when the Seattle Seahawks host the New England Patriots at Lumen Field. The following day, the NFL will hold its first regular-season game in Australia, featuring the Los Angeles Rams against the San Francisco 49ers, which will be streamed on Netflix.
