The NFL’s new ‘celly’ campaign is an homage to TikTok fandom

In the NFL's new promotional campaign titled "The Season Is Your Stage," the league's top athletes are showcasing their signature celebration dances, dubbed "cellys." This campaign, launched on August 20 to generate buzz for the upcoming season, began on September 9 with the NFL Kickoff Game. The initiative, a collaboration between the NFL and creative agency 72andSunny, features contributions from players like Bijan Robinson, Dion Dawkins, and Travis Hunter.

These "cellys" are internet slang for the energetic dances and celebratory moves that have become viral sensations on social media platforms. NFL Senior Vice President of Global and Brand Marketing Marissa Solis explained that this campaign is aimed at attracting the league's younger and more female digital fan base, which is often not represented in the regular season viewership. Solis emphasized that the NFL needs to engage where its audience already is, given their constant on-screen presence across various platforms.

The NFL has witnessed a cultural resurgence in recent years, with a significant boost in popularity following the relationship between Chiefs tight end Travis Kelce and pop star Taylor Swift. To capitalize on this trend, the league has intensified its digital efforts, producing engaging short-form content that resonates with younger audiences. In 2025, the draft had a predominantly young and female audience on TikTok, with 30% of viewers being female and 44% falling within the 18-24 age bracket.

Solis noted that the kickoff week of the season has seen a 13% increase in video views, a 25% rise in social media engagement, and a 6% growth in interactions, setting new records. The campaign highlights several content genres that perform well with younger generations on platforms like Instagram and TikTok, such as glimpses into players' off-field lives and the intersection of NFL culture with broader trends.

The "The Season Is Your Stage" campaign, featuring "cellys," seamlessly blends these elements, showcasing how on-field successes can influence cultural trends and vice versa.