NFL Stars Reveal What Really Goes into Their Touchdown Celebrations: ‘Just Feel the Moment’ (Exclusive)

Ahead of the 2026 NFL season, NFL stars reveal the inspiration behind their touchdown dances.

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The NFL has launched its 2026 kickoff campaign, “The Season Is Your Stage,” celebrating the players’ signature “cellys” as an iconic part of the game

NFL stars, including Nico Collins, Dexter Lawrence and Bijan Robinson, share the stories and inspiration behind their most memorable celebrations with PEOPLE

Beyond the ad, the celly theme will come to life through a fictional Celly Studio, Roblox activations and a new “Celly Challenge” segment on NFL Race to the Endzone

There’s a lot to celebrate — football is back!

With the 2026 season just weeks away, fans are eagerly awaiting the return of their favorite teams and players, not to mention the celebrations in the end zone, also known as the “cellys.”

Touchdown celebrations can become synonymous with the players who create them, and those unique expressions are at the heart of the NFL’s new 2026 kickoff campaign, “The Season Is Your Stage.”

“Sometimes it’s something you’ve been thinking about all week, and sometimes it just happens in the moment. When you make a big play and hear the crowd react, you just feed off that energy,” Houston Texans wide receiver Nico Collins tells PEOPLE exclusively.

Similar to Collins, 27, who says his favorite celebration dance was when he hit the “shimmy in the air” during the team’s home playoff game against the Chargers in 2025, new Cincinnati Bengals defensive end Dexter Lawrence tells PEOPLE his celly inspiration comes “naturally.”

“Sometimes you just feel the moment,” says Lawrence, 28, who is known for his viral “Sexy Dexy” dance. “When a big play happens, and the crowd is going crazy, you let that energy take over and have fun with it.”

The NFL spot also features Atlanta Falcons running back Bijan Robinson, Buffalo Bills offensive tackle Dion Dawkins and running back James Cook, Chicago Bears wide receivers Luther Burden and Rome Odunze, Indianapolis Colts safety Camryn Bynum and Jacksonville Jaguars safety Travis Hunter, among others.

“We have a lot of talent in that locker room and we’re ready to go out there, make plays and have fun doing it,” says Robinson, 24, who enters the season as one of the league’s highest-paid running backs after signing a three-year, $75 million extension with the Falcons this month.

As part of the campaign, the NFL built a fictional “Celly Studio,” where players rehearse their celebrations before they’re unveiled on the field. Bynum, 28, is the “NFL Celly Coordinator” in the video and helps the athletes perfect their moves.

“You put in so much work throughout the week, and when it all comes together on game day, there’s nothing better than sharing that excitement with your team and the fans who are right there celebrating with you,” Bynum says.

The video highlights some of the most memorable celebrations, such as Lawrence’s “Sexy Dexy” and the “Bynum Bounce.” The sugarcane bushes featured in Bad Bunny’s Apple Music Super Bowl LX Halftime Show back in February even make a cameo.

“Some people just want to spike the ball, but when you score you want to celebrate it. Those moments bring energy to the whole stadium. The fans feed off it, and then the team feeds off that energy right back,” Dawkins, 32, tells PEOPLE.

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“I’m excited for what’s ahead this season. We’ve got big goals, a new stadium and an incredible fanbase behind us. Any time you get the chance to create new memories with your teammates and your fans, that’s something special,” Hunter, 23, adds.

The NFL’s celly-themed kickoff campaign will extend beyond the spot through two gaming-focused activations on Roblox and the gaming-inspired YouTube series, NFL Race to the Endzone, which will feature a new “Celly Challenge” segment.

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The 2026 season officially kicks off on Wednesday, Sept. 9, when the Super Bowl-winning Seattle Seahawks host the New England Patriots at Lumen Field for a rematch of February’s big game.

The next day, the Los Angeles Rams and the San Francisco 49ers will square off during the first-ever regular-season game in Australia.

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