Peace Collective x A.J. Brown
“Check on Your Teammates” – A Mental-Health Initiative for World Mental Health Day
BRINGING A MISSION TO LIFE
Since partnering with the NFLPA in 2023, Peace Collective has become one of the hottest brands in sports licensing. While the quality, variety, and authenticity of the brand are in a class of their own, what truly sets Peace Collective apart is their relentless commitment to mental health advocacy.
In a moment when the football world is feeling the weight of quiet struggles and unspoken pressures, the NFLPA and Peace Collective recognized the opportunity to combine the mission of the brand with the power of NFL players to craft a campaign that delivers an impact.
Together, the NFLPA and Peace Collective partnered with Eagles star A.J. Brown to build a message that resonates. The “Check on Your Teammates Collection” launched for World Mental Health Day, turning A.J.’s heart for the issue into wearable reminders of care and connection. A portion of all sales supports mental-health research through the CAMH Foundation, grounding each piece in meaningful purpose.
WHY IT MATTERS NOW
Recent conversations across football have brought new focus to the emotional toll that often stays hidden. Quiet struggles can be easy to miss, yet they reveal a simple truth: athletes carry real emotional weight behind the strength we see. With mental health discussions growing and players sharing more openly, this collaboration reflects a shift toward honesty, compassion and connection.
THE CHALLENGE
Football celebrates the toughness you can see, but the mental load is often carried quietly and alone. The challenge was to spark a real conversation grounded in vulnerability rather than bravado.
Peace Collective wanted an apparel partnership with purpose, one that revealed the men beneath the helmets and tapped into what truly matters to them. The NFLPA, which regularly connects players with brands that reflect their personality and values, saw an opportunity to pair A.J.’s voice with a mission that felt authentic to who he is.
The task was simple in concept but meaningful in impact: turn vulnerability into cultural strength.
THE BREAKTHROUGH
The breakthrough came when the work stopped feeling like a campaign and started reflecting A.J.’s own honest, grounded voice. He shaped the design and message, and his idea, “If you’re feeling something, say something,” became the heart of the collection. With Peace Collective and the NFLPA behind it, the initiative became a simple truth made visible: checking in is not a weakness - it's a lifeline.
I love the phrase, ‘Check on your teammates'.... it relates to me because of my football background, and when you're in the locker room, you'll be surprised of how much conversation there is about men’s mental health.
We've been wanting to work with the NFLPA because it's important for us to tell athletes' stories and create deeper, one-on-one partnerships with players in the NFL. It's actually building relationships with players who will be there down the line.
STEERING THE CONVERSATION
This "Check On Your Teammates" program marked a first-of-its-kind collaboration between a cause-driven apparel brand, an active NFL star and the NFLPA built specifically around mental health. The initiative featured:
- A player-led design process
- A capsule collection tied to World Mental Health Day
- A donation model supporting CAMH Foundation research
- A reframing of strength through emotional honesty
- Apparel created to spark conversation, not just sales
It set a precedent for how athlete identity can drive purpose, not just product.
THE IMPACT
The campaign deepened the conversation around mental health in sports and gave players and fans a simple reminder to check on the people they love. For A.J., it became a moment to use his voice to help others feel seen, supported and connected.
Each item supported research through the foundation, and the collaboration demonstrate the unique value the NFLPA brings to both brands and players. By connecting players with meaningful opportunities that reflect who they are off the field, the NFLPA drives campaigns and products that deliver results.
