ALL IN. ALL COVERED. Statewide Helmet Initiative

ABOUT THIS ENTRY

The ALL IN. ALL COVERED. statewide helmet initiative is an unprecedented program that will provide 15,516 brand-new Riddell Axiom helmets over the course of four years to cover every high school tackle football player in the state of Colorado. 

This youth sports partnership was designed to commit to equitable access by providing state-of-the-art football equipment to improve health and safety at the high school level.

How does this represent "Excellence in Engagement"?

This initiative represents excellence in social engagement by shifting the focus of sports impact from celebrating the present or honoring the past to investing in the future of the game. By addressing two of the most significant barriers to youth football participation, player safety and the cost of equipment, the program strengthens the long-term sustainability of the sport while expanding equitable access for young athletes who aspire to play tackle football.

The initiative also connected the passion of NFL fandom with meaningful community impact. Through the ALL IN. ALL COVERED. program, fans saw a tangible investment in youth sports at an unprecedented scale. The response was immediate: fans, parents and media members actively called on their own teams to create similar programs in their communities, demonstrating that modern sports fans are eager to support initiatives that prioritize access, safety and the future of the game.

Beyond Colorado, the program offers a scalable model for the sports industry. By aligning strategic community-minded partnerships and innovative equipment technology, it shows how teams, brands and non-profit organizations can work together to remove barriers to participation while advancing player health and safety for the next generation of athletes.

Objective

The Denver Broncos Foundation is committed to making a positive impact on future generations by creating a "game plan" for life through youth health and wellness initiatives, dynamic in and out of school programming and access to career pathways. The idea for ALL IN. ALL COVERED. was conceptualized during a Denver Broncos Foundation Board Meeting in August 2024. Board leadership, including Broncos Owner & CEO Greg Penner and Owner & Foundation Board Chair Carrie Walton Penner, sought ways to reduce barriers of participation in youth football while improving health and safety. The initiative sought to advance player health and safety in youth tackle football while promoting equitable access to participation by addressing equipment cost barriers, specifically prioritizing helmets, the most essential and expensive piece of protective gear required to play.

Strategy & Execution

The program was intentionally designed to engage the modern sports fan through transparency, storytelling and access to the impact behind the initiative. Distributing state-of-the-art helmets to every high school tackle football program in Colorado represented an unprecedented commitment, and one few believed was possible. Guided by the vision of the Denver Broncos Foundation and executed in partnership with Riddell and the Colorado High School Activities Association, the initiative prioritized educating and inspiring the community about this transformative effort.

We launched with a video narrated by Pro Football Hall of Fame quarterback and Riddell ambassador Peyton Manning alongside Colorado high school football players, connecting the next generation of athletes with one of the game’s most respected figures. The Foundation also developed an interactive microsite that delivered real-time updates and school-specific details as institutions registered.

To ensure administrators, coaches, parents and athletes fully understood the program’s scope, the Foundation hosted six caravans across Colorado, where 4,000+ fittings were conducted to ensure each athlete received a custom Riddell Axiom Smart Helmet. Additionally, Denver Broncos Foundation Board Chair Carrie Walton Penner and Manning visited the Riddell manufacturing facility to witness the production of the first helmets, reinforcing the authenticity and scale of the commitment.

Organizations

• Denver Broncos

  Riddell

  CHSAA

Featured

• Peyton Manning

  Local Colorado HS football players

  Carrie Walton Penner

  Damani Leech

Credits

Carrie Walton Penner
Broncos Owner, Foundation Board Chair
Denver Broncos

Greg Penner
Broncos Owner & CEO, Foundation Board Director
Denver Broncos

Rob Walton
Broncos Owner, Foundation Board Director
Denver Broncos

Damani Leech
Broncos Team President, Foundation Board President
Denver Broncos

Justin Webster
Chief Financial Officer, Foundation Board Treasurer
Denver Broncos

Tim Aragon
General Counsel, Foundation Board Secretary
Denver Broncos

Patrick Smyth
Chief Communications Officer, Foundation Board Director
Denver Broncos

Allie Engelken
VP of Community Impact, Executive Director of Denver Broncos Foundation
Denver Broncos

Bobby Mestas
Sr. Director Youth & HS Football
Denver Broncos

Allison Boersma
President & CEO
Riddell

Kyle Borland
SVP of Institutional Sales
Riddell

Madison Burrier
Project Manager
Riddell

Piper DeYoung
Advanced Technology Representative
Riddell / InSite Analytics

Erin Griffin
SVP of Marketing & Communications
Riddell

Brian Kopp
General Manager, InSite Analytics
Riddell

Mike Krueger
Colorado High School Activities Association (CHSAA) Commissioner
CHSAA

Hailey Sullivan
Chief Marketing Officer
Denver Broncos

Erich Schubert
VP of Communications & Content
Denver Broncos

Austin Brink
Director of Production
Denver Broncos

Peyton Manning
Pro Football Hall of Fame QB & Riddell Ambassador
Denver Broncos, Riddell