• October 13, 2008

The NFL Players Association is launching its second iteration "Football doesn't define me," the brand campaign to promote players as more than football-playing machines. The effort, intended to highlight players' lives off the field, includes NFLPlayers.com/real, featuring 18 of the NFL's top players.

The micro site includes desktop graphics, personalized e-cards, video interviews and photo galleries.

There will also be print ads in industry magazines like Variety, Brandweek and Adweek with collectible card inserts presenting a player and his own words defining himself beyond football.

A TV spot has players express what defines them through painting. The footage will be used to create two 30-second television commercials, set to air on Fox Sports Net in conjunction with "NFL Players Helmets Off" and on CBS with "NFL Players Presents the JB Awards."

Online advertisements will run on Forbes.com, Yahoo, Foxsports.com and NBCSports.com; clicking on the ad will lead the user back to the micro site.--Karl Greenberg