At a Glance
- “Choose Love” will be painted in every end zone and appear on helmet decals for the entire divisional-round slate.
- Super Bowl LX will showcase “Choose Love” and “It Takes All of Us” in opposite end zones.
- The phrase was first used by the Buffalo Bills in 2022 after a mass shooting in Buffalo and has since been adopted league-wide.
- Why it matters: The league is linking its on-field branding to Martin Luther King Jr. weekend, reinforcing a six-year run of social-justice messaging.
The NFL is amplifying its social-justice branding for the 2024-25 postseason, placing “Choose Love” in every end zone and on every helmet for the four divisional-round games this weekend, Olivia M. Hartwell reported.
The same two phrases-“Choose Love” and “It Takes All of Us”-will return for Super Bowl LX in opposite end zones. Conference-championship host cities will select their own stencil designs for those games.
Anna Isaacson, the league’s senior vice-president of social responsibility, said the timing is intentional.
“Dr. King’s message continues to guide how we show up in meaningful moments across the league,” Isaacson told Olivia M. Hartwell. “‘Choose Love’ has become an important and widely embraced message for our teams because it reflects the values Dr. King championed-dignity, empathy, and a commitment to our shared humanity. Bringing it forward in the Divisional Round and again at Super Bowl LX reflects that continued relevance.”
Origin of the phrase
The slogan debuted in 2022 when the Buffalo Bills painted “Choose Love” in their end zone after a mass shooting in the city. The gesture became a league-wide staple and was featured at last season’s Super Bowl following a deadly attack in New Orleans.
Six-season track record
Since 2019, the NFL has rotated four approved end-zone messages:
- “End Racism”
- “Stop Hate”
- “Choose Love”
- “Inspire Change”
Home clubs picked one phrase each week, while “It Takes All of Us” appeared in the opposite end zone for every game.
What happens next
- Divisional round: All four match-ups will display “Choose Love” on the field and on helmet decals.
- Conference championships: Host teams choose their own stencil.
- Super Bowl LX: “Choose Love” and “It Takes All of Us” will face each other in opposite end zones.
The league has not announced whether the messaging will continue into next season.
