A PFF grade of 99.9 had never been recorded in the history of the company. When Vikings cornerback Isaiah Rodgers made history in Week 3 of the 2025 season, we knew a tweet wasn't going to cut it.

Moving at the speed of the game, we quickly landed on the idea: custom cleats. One of a kind, designed to commemorate a one-of-a-kind performance. My team turned around a full design in 48 hours and worked directly with Isaiah's personal cleat designer, Jelishka Maldonado, to bring it to life.

Isaiah wore them in warmups the following week. No paid media. No campaign brief. Just a genuine moment between a data company and the player who made history on its platform. It became one of PFF's most engaged and shared posts of the year, with nearly 100% positive sentiment — which, if you know PFF's audience, is basically a miracle.