Hot take: The Super Bowl Halftime Show is more important than the game itself. 

Don’t get me wrong, I love football and I care more about the action on the field than I do about commercials. But, games can flop (like last year’s lopsided Seahawks beatdown of the Patriots) and commercials are routinely released early so, sometimes, the only real excitement is the halftime performance. 

For the last seven years, one man has been quietly pulling the strings, planning every explosion, surprise guest star and beat drop…Jay-Z. 

Since 2019, Roc Nation has produced the Super Bowl Halftime Show, reviving a cultural moment that had been plagued by “risk management” since Justin Timberlake and Janet Jackson’s “wardrobe-malfunction” in 2004. Fun fact: It was the first time I saw live TV rewind.

Smash-cut to this past Monday. During the Cowboys/Eagles MNF game on ESPN, Jay-Z revealed that the time was right to take the stage himself. On ESPN. On Valentine’s Day.

@NFLMemes

But Jay-Z’s time behind the scenes has proved one fundamental truth that Chive Nation has known for years: you don’t have to be holding the mic to change the game. 

“Can’t Knock the Hustle”

“Let's get together and make this whole world believers.”

That line pretty much sums up Chive On Amarillo. They have pooled together their God-given talents and created event after event to show-up for someone else. 

At Chive On Amarillo By Morning in October, they brought together an incredible collection of homemade, one-of-a-kind creations for a silent auction. A custom, laser-engraved charcuterie board with homemade Papa'Smoke and Mama's Salsa, multiple custom woodwork pieces by the legend Devlin Blackburn, custom mugs by Jessica and so much more.

Every item had a story behind it and every bid helped turn that creativity into support. 

“Dirt Off Your Shoulder”

"But all the hustlers, they love it to see one of us make it."

A Spartan Race isn't like any race I have ever seen or done. There's mud, obstacles, climbing, crawling and carrying heavy things. And, you do most of these things on the way to the starting line.

But Heather stepped up anyway. She took on the second hardest Spartan course in the world (Spartan Virginia) for her first-ever Spartan race and coupled that with a lofty goal of raising $2000. 

In the end, she prevailed and I was fortunate enough to witness it all. 

And here's the thing: You don't have to be a seasoned obstacle-course warrior to do something similar.

Maybe your challenge is running your first 5K, walking 10K steps a day for a month, or finally attempting that thing you've been talking about for five years. Give yourself a goal, invite people to follow along, and put a purpose behind it with a dedicated fundraising page [P.S. I can set that up for you!]

And we have more Spartan/Tough Mudder codes where you can challenge yourself, too, for FREE. Send me an email and I’ll send you the details.

“Run This Town”

“Who gon' stop me, huh?”

And speaking of people finding creative ways to make a difference, there's another group getting ready to bring some holiday cheer, probably some chaos, and a whole lot of generosity to the Jersey Shore.

SantaCon Seaside Heights is heading into its 13th year overall and its 10th year with Jason Cinquino and Jersey Chivers leading the charge!

Participants bring toys and nonperishable food donations and help turn a day of holiday shenanigans into something meaningful for others.

We love it and can’t wait to experience it IRL this year on December 12. We hope to see you there so get your tickets here. 

"Hard Knock Life (Ghetto Anthem)"

“Instead of treated, we get tricked. Instead of kisses, we get kicked. It's a hard knock life.”

In case you don’t know, Chive Charities got its start by people seeing a need and stepping up to help. This continues to anchor our mission to this day. 

The grants we provide are as unique as the recipients themselves, but one thing remains the same since we received that first call for help in 2012…our commitment to championing the ones who need it most. 

And many of the applicants are exhausted from the fight. 

Years spent advocating, navigating insurance denials and hearing that the equipment or therapy isn’t “medically necessary”. Veterans trying to get the support they have earned but can’t seem to access. First responders who are desperate for someone to show up in their time of need. 

It is people who have told their story so many times that they’ve started to wonder if anyone is actually listening. 

“99 Problems”

"I got 99 problems..."

But impact ain't one. 

Chive Charities is approaching some pretty incredible milestones. $24 million in grant aid provided and 800 recipients. 

Think about that for a second. Nearly 800 individuals and families who finally heard a yes. All because people decided someone else’s problem was worth helping to solve. 

And we aren’t slowing down. 

We have our sites set on 1000, but getting there takes all of us. 

“I Just Wanna Love U (Give It 2 Me)”

“I’m a hustler baby, and I want you to know. It ain’t where I’ve been, but where I’m about to go.”

There’s more than one way to make the world 10% happier. 

Heather used a Spartan obstacle course. The talented folks at Chive on Amarillo used a silent auction table. And the Jersey Chivers get an entire town to put on Santa suits.

Different stages. Different talents. Same idea…use what you've got to do good.

Whatever it is, we’re here to help. We love brainstorming with our community, cheering on your efforts and helping turn good ideas into real impact.

And hey, there’s always a simple donation to Chive Charities. You can DONATE HERE.

Your something could change someone's everything.