New York Yankees great, Lou Gehrig who the ALS disease is named after, was the first known celebrity/athlete to be diagnosed with ALS, giving the disease a face. ALS rapidly robs your body of all physical movement, causing patients to eventually lose their ability to breathe. The photograph used is of a cropped baseball cleat from an actual photo of Lou Gehrig. The laces were retouched out. Then actual shoe-laces were laced through die-cut holes and left untied, making the experience both personal and interactive.

The idea proved to be a success. The fundraising benefit raised $839,492.90 which will be used to help find a cure to fight the disease.