Armenia themed shoes were sold for a record $40,300 at NFL's My Cause My Cleats auction recently, with the proceeds expected to benefit Hayastan All-Armenian Fund in their effort to restore infrastructure in Nagorno-Karabakh.
Director of football and head coach administration for New England Patriots Berj Najarian was behind the initiative, who said that bids poured in by the minute and eventually set an all-time NFL record for My Cause My Cleats."
"Joining the relentless effort to provide humanitarian relief & improve living conditions in Armenia & Artsakh was, and remains, the mission. Achieving unprecedented levels of an NFL initiative for @armeniafund, on Armenian Christmas, brings me hope of better times for all," Najarian said in an Instagram post.
The Patriots head coach Bill Belichick has expressed support for Armenian causes on several occasions. In November 2020, he urged the United States to take action against Turkey and Azerbaijan for their unprovoked and deadly attacks on Armenians in Karabakh.