• by Tanya Gazdik , 90 minutes ago

A plethora of NFL players are showing off their best dance moves in a kickoff brand spot.

“The Season Is Your Stage” highlights the touchdown dances, signature celebrations and memorable moments that have become a defining part of football.

The celebration dances, also known as “cellys,” are displays of player creativity. The moves unite players and fans around the world through shared moments of self-expression and joy that resonate across pop culture. 

Created in partnership with 72andSunny, the 60-second spot features Bijan Robinson (Atlanta Falcons), Kyle Pitts (Atlanta Falcons), Dion Dawkins (Buffalo Bills), James Cook (Buffalo Bills), Luther Burden (Chicago Bears), Rome Odunze (Chicago Bears), Dexter Lawrence (Cincinnati Bengals), Nico Collins (Houston Texans) and Travis Hunter (Jacksonville Jaguars). 

Imagining what happens before the season begins, the NFL built a life-sized “Celly Studio,” where players rehearse their celebrations, or cellys, before they’re unveiled on the field. 

Cam Bynum (Indianapolis Colts), known for choreographing some of the most viral cellys, is deemed “NFL Celly Coordinator,” helping the guys perfect their moves, from hip movements to body rolls. 

The video spotlights some of the most memorable celebrations, such as Lawrence's "Sexy Dexy” and the "Bynum Bounce.” The sugarcane bushes from the Apple Music Super Bowl LX Halftime Show featuring Bad Bunny make a cameo.

"With the season just around the corner, we wanted to highlight one of football’s most joyful and recognizable forms of self-expression—moments that begin on the field and resonate far beyond it,” said Marissa Solis, NFL senior vice president of global brand and consumer marketing, in a release. “Football is at its best when fueled by passion, personality and creativity, and ‘The Season Is Your Stage’ invites fans everywhere to embrace the energy and unforgettable moments that make each season uniquely special.”

Additionally, NFL Race to the Endzone, the award-winning, gaming-inspired  YouTube series from the NFL and Livewire that pairs NFL players with top gaming creators, is back for a second season. This year, the celly theme runs through all 20 episodes with a new “Celly Challenge” segment.

Football returns with the annual prime-time NFL Kickoff Game, as the defending Super Bowl Champion Seattle Seahawks host the New England Patriots at Lumen Field on Sept. 9. The following day, the first-ever regular-season NFL game will be played in Australia, in partnership with the Victorian State Government and Visit Victoria. The game will feature the Los Angeles Rams taking on the San Francisco 49ers.