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Marketing and Sponsorship

Vikings' Thielen, Hormel Chili Raise Money For Charity Through Cleats

Sneaker artist Dan Gamache and Vikings WR Adam Thielen have partnered to "create a pair of designer cleats" that Thielen was supposed to wear during tonight's "TNF" matchup against the Redskins, according to Kevin Allen of USA TODAY. Thielen partnered with Minnesota-based Hormel Chili to "unveil a cleat design to raise awareness" around child hunger. The receiver injured his hamstring last Sunday and "was ruled out" for tonight's game, so the plan is for him to "still wear the special cleats during the pregame." He "cannot wear them during the game, even though he'll be on the sidelines." Hormel has "donated one yard of chili to Second Harvest Heartland for every receiving yard Thielen has produced." Thus far, he has gained 392 yards to send 3,136 15-ounce cans to Second Harvest Heartland. Hormel had "upped the ante to 10 yards of chili for every yard he gains" in tonight's game. After it was announced that Thielen would not play, Hormel in a statement announced it estimated Thielen "would have compiled 100 yards." As a result, 8,000 more cans of chili "were donated to Second Harvest Heartland." Thielen will "sign the cleats, and they will be auctioned to benefit Second Harvest Heartland as well" (USA TODAY, 10/24).

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