Carhartt salutes football’s workforce

The campaign continues Carhartt’s partnership with the Bills and focuses on the people behind the construction and game-day infrastructure that make football possible

Carhartt has partnered with the Buffalo Bills for the next chapter of its Made Possible campaign, spotlighting the tradespeople whose work helped complete Highmark Stadium and support football venues across the US. The campaign features Bills legend Thurman Thomas and running back James Cook III.

The campaign continues Carhartt’s partnership with the Bills and focuses on the people behind the construction and game-day infrastructure that make football possible. It follows the first chapter of Made Possible, launched in August 2025, which highlighted the early construction of Highmark Stadium through Thomas and his commercial construction company, 34 Group Inc.

Carhartt extends Made Possible campaign

The first chapter followed 34 Group Inc. as it installed seats at the stadium. The latest installment follows Thomas as he shows Cook the completed venue, highlighting the craftsmanship and work of the crews involved in its construction.

Norma Delaney, Vice President of Marketing and Brand Creative, Carhartt: "Stadiums aren't just concrete and steel, they are monuments to what can happen when grit, skill, and purpose come together," said Norma Delaney, Vice President of Marketing and Brand Creative at Carhartt. "This season, we are proud to stand alongside Bills legend and construction leader Thurman Thomas, and current Bills running back James Cook III to honor the hardworking crews whose contributions are often overlooked but are critical to every game-day experience. From the first shovel in the ground to the opening kickoff, major construction projects like the new Highmark Stadium are made possible by hardworking people wearing Carhartt."

Campaign highlights stadium construction trades

The campaign is anchored by a 30-second hero film, Making Football Possible, which moves backwards from fans celebrating at a game to the work required to prepare the venue. The film shows seats being installed, sod being rolled out, goalposts being fitted and footballs being made, highlighting the skilled workers involved at each stage.

While the campaign is rooted in Buffalo, the autumn installment also looks at the workforce supporting stadiums across the country. Two-minute behind-the-scenes films feature the construction of Highmark Stadium with Thomas and his crew at 34 Group Inc., Carolina Green, a family-owned farm supplying natural grass to NFL stadiums, and Aluminum Athletic Equipment (AAE) and its welders, who produce goalposts used at multiple NFL venues.

Carhartt celebrates workers behind football

The multi-year campaign marks the completion of Highmark Stadium while recognising the thousands of people involved in bringing the venue to life.

James Cook III, Buffalo Bills Running Back: "It's an honor to take the field in this new stadium, but we know none of this happens without the crews who actually built the stage we play on. Partnering with Carhartt and Thurman to officially pass the torch and thank the workers behind the scenes is the perfect way to kick off this exciting new chapter for Bills fans."

When the Bills play their first preseason home game at Highmark Stadium on Saturday, August 15, Carhartt will distribute rally towels to the first 20,000 fans. The towels will feature the names of people who worked on the stadium crews. Carhartt will also run in-stadium messaging during the Bills’ preseason games to recognise the workers.

www.carhartt.com

www.buffalobills.com

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