DeAngelo Williams was totally in favor of the NFL supporting Breast Cancer Awareness this month.  His mother, Sandra Hill, was diagnosed five years ago.  Her three sisters died of the disease.  But Williams wasn’t interested in sporting a pair of hot pink gloves, shoes, or a sweatband, or mopping his brow with a pink towel to spark awareness. Did he think real men don't wear pink? No, the Carolina Panthers running back wanted pink cleats. “If you have a great cleat and a firm foot in the ground, you can do anything,” he told the New York Times.  If cleats are such a big part of a player’s game, in his pink cleats, Williams might play even better, because he’ll be out there on the field for a cause bigger than himself--bigger even than the team.  He’ll be playing for the entire collective of women with breast cancer.  

Many social scientist today look at “the self” as broader concept, an identity shaped not only by our individual experiences but also by our relationships, mostly our consequential strangers. Each of us, of course, has a “personal” self that strives to be unique. But we are also “extended” selves, who seek connection and strive to be part of something bigger--beyond our selves, beyond our loved ones.

When Williams takes to the field in his neon-pink cleats, he will be playing for his mother but also for other women battling breast cancer.  William has also set up a foundation to raise awareness–and money.  He is playing, therefore, to eradicate the disease and to subsidize women who can’t afford treatment.  In short, he is not acting out of self interest, but other interest.  Psychologist Marilynn Brewer notes that when “the boundaries of the self are redrawn” in this more expansive way and particular roles are “activated” by being a member of a group or collective, those roles in turn become more important to us.  We want to behave in a way that reflects well on the group.

Social movements–for good or for evil--are propelled by foot soldiers who are willing to put themselves at risk. They perform extraordinary feats because they believe in a particular mission or goal.  So why wouldn’t these same dynamics play out on the football field?  Williams’ extended self can be more courageous, play harder than usual, perhaps even run faster. 

Of course, other NFL players will wearing hot pink gear during October.   But it’s not about the outfit; it's about intention.  It's a good bet that those committed to the cause will have an edge on guys who don't feel like they're part of the campaign. At the very least, players who are wearing pink to honor someone they know will probably feel better about themselves.