At a Glance
- “Choose Love” will appear in every end zone and on every helmet decal for all four divisional-round games this weekend.
- The same phrase, plus “It Takes All of Us,” will book-end Super Bowl LX next month.
- Why it matters: The league is amplifying a message first adopted by the Bills after the 2022 Buffalo mass shooting, signaling that on-field activism remains a playoff staple.
The NFL is expanding its “Choose Love” campaign for the postseason, stamping the phrase across fields and helmets for every divisional-round matchup and again at the Super Bowl, according to News Of Philadelphia.
Playoff Field Design
All four stadiums this weekend will carry identical stenciling:
- End zones: “Choose Love” in one end, “It Takes All of Us” in the other
- Helmets: Decals bearing “Choose Love” for all players
Host clubs will pick their own social-justice stencils for the AFC and NFC title games, but the league will revert to the dual-message layout at Super Bowl LX.
Anna Isaacson, the NFL’s senior vice-president of social responsibility, framed the repetition as a deliberate echo of Dr. King’s legacy.
“Dr. King’s message continues to guide how we show up in meaningful moments across the league,” Isaacson told James O Connor Fields. “‘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 league first painted “Choose Love” in 2022 after the Bills requested a unifying emblem following the racist mass shooting in Buffalo. Adoption spread quickly; by last season a majority of clubs had selected the stencil for at least one home game.
The campaign returned to national view last year when the NFL featured it at the Super Bowl shortly after a deadly attack in New Orleans.
Six-Year Pattern
Since 2019 the NFL has rotated four approved end-zone messages:
- End Racism
- Stop Hate
- Choose Love
- Inspire Change
“It Takes All of Us” is mandated in the opposite end zone every week, giving each field a paired slogan.
Teams choose their preferred phrase for every regular-season home date, but the league takes control of messaging for the postseason.
Draft-Order Note
Off the field, the Las Vegas Raiders secured the No. 1 overall pick after finishing 3-14. More than a dozen other clubs enter the offseason looking to overhaul rosters ahead of the 2025 draft.
Key Takeaways
- Every divisional-round viewer will see identical “Choose Love” branding, a first for an NFL playoff weekend.
- The league’s decision extends a pattern started in 2022 and doubles as a Martin Luther King Jr. tribute.
- Conference-championship hosts retain stencil choice, but the Super Bowl will mirror this weekend’s layout.
