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Amazon S Aws Helps Nfl Players And Fans Use Ai To Customize Shoes For

Bonisiwe Shabane
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amazon s aws helps nfl players and fans use ai to customize shoes for

See how NFL stars Maxx Crosby, Josh Allen, and DK Metcalf used AWS generative AI to design cause-focused cleats—and now you can too The National Football League’s (NFL) “My Cause My Cleats” initiative has fused sports and philanthropy since 2016, inviting fans to connect with players’ personal causes displayed on custom-designed cleats. This year, the initiative receives an upgrade, courtesy of generative AI tools. During weeks 13 and 14 of this year’s NFL season, players like Maxx Crosby of the Las Vegas Raiders, Josh Allen of the Buffalo Bills, and DK Metcalf of the Seattle Seahawks hit the... And, for the first time, fans are invited to join in the creative process, using a generative AI app from AWS to craft their own cleats in support of the causes they love. For NFL athletes, the My Cause My Cleats program offers more than a chance to make a fashion statement—it’s an opportunity to connect with communities and amplify causes close to their hearts.

Each custom cleat sparks a narrative, bringing fans into the fold and boosting fundraising and volunteerism efforts across the nation. The NFL’s partnership with AWS takes this impact to a new level, merging generative AI with intuitive design features to offer fans an opportunity to create personalized, purpose-driven cleats. With AWS’s latest tech, the connection between players, fans, and causes feels more meaningful—and more immediate—than ever. Here’s how the design process unfolds: to create a custom cleat, players first provide a short descriptive prompt, a powerful tool that guides the AI’s artistic direction. The prompt can be as simple as “ocean waves in blue” or “electric graffiti,” directing the AI to capture the essence of the player’s cause or message. After that, players choose an art style that aligns with their vision, whether that’s a bold, street-style Graffiti, an elegant Watercolor, or the edgy look of Pixelated and Grunge styles.

With the aesthetics set, they select up to three primary colors to give the AI model a refined palette to work with. For its eighth annual campaign, the NFL’s My Cause My Cleats initiative — which sees players express charitable interests through custom footwear designs — is embracing generative AI. Three NFL stars used a tool developed by Amazon’s AWS to create their custom cleats. Using Amazon Bedrock, the technology combines Anthropic’s Claude with Stability AI’s image generation capabilities to transform simple prompts into detailed designs.Players can select from various artistic styles, including Graffiti, Watercolor, Pixelated and Grunge, and... Raiders defensive end Maxx Crosby, for instance, used terms like “pitbull” and “wild” to generate artwork supporting Stand Up for Pits, while Buffalo Bills quarterback Josh Allen collaborated with children from Oishei Children’s Hospital,... AWS’s design tool allows users to preview their cleats before sharing them on social media and amplifying support for the charitable causes selected by NFL athletes.

For Amazon, meanwhile, it’s a hands-on way of demonstrating AWS Bedrock and its AI capabilities — blending B2C, B2B and cause marketing in one fell swoop. The NFL and AWS, which extended their partnership in September with a focus on generative AI capabilities, have developed two new uses for that technology — one for operational efficiency and one for fan... As part of the league’s My Cause My Cleats initiative, in which players can wear custom footwear to support charity, AWS supported three players — Bills quarterback Josh Allen, Raiders defensive end Maxx Crosby... AWS also developed a public-facing Cleat Creator for fans to produce their own digital kicks. The Cleat Creator uses Claude, a large language model from AI provider Anthrophic, within AWS Bedrock to generate custom artwork based on player or fan preferences. Allen, for example, supports the Patricia Allen Fund at Children’s Hospital of Buffalo, and he met with two kids who helped him enter the prompts to design his cleats.

Stickers featuring children’s artwork were also added to the finished product he’ll wear on Dec. 1 against the 49ers. The cloud giant also recently launched AWS App Studio, a service that used gen AI to enable technical professionals to create secure, scalable applications through natural language rather than through code. Though App Studio only became available to the general public last week, the NFL gained early access after the technology was previewed at AWS’s New York Summit in July. The NFL Media Design Group used the platform to develop software to process player photos that meet legal requirements, league policies and other custom specifications based on the use case. Amazon Web Services (AWS) and the National Football League (NFL) have partnered since 2016.

The cloud computing giant initially powered the sports organization’s Next Gen Stats software, which tracks a player’s performance. Eventually, it went on to support other areas, such as providing EC2 compute power to help with team scheduling and also helping migrate media to the cloud. Cloud computing wasn’t the only service provided to the NFL. AWS also leveraged its strength in artificial intelligence. One early example is Playbook Pro, a generative AI search tool the NFL’s media team uses to streamline finding specific video clips or game-generated assets for distribution. More recently, AWS has turned to AI—as part of its renewed deal with the league—to create a more additive experience to boost the NFL’s and its players’ philanthropy.

An annual campaign called “My Cause My Cleats” allows players to create custom cleats to raise awareness for their favorite causes. Historically, the athlete has an idea for the design, but the actual creation is done by a local artist who would bring it to life. However, this year, AWS deployed generative AI to simplify the design process using text and natural language. Amazon says the NFL expressed interest in its generative AI capabilities because it was a different kind of experience. To that end, Buffalo Bills quarterback Josh Allen, Seattle Seahawks wide receiver DK Metcalf, and Las Vegas Raiders defensive end Maxx Crosby were selected to participate this year. Using an app powered by Anthropic’s Claude 3.5 and Stability AI models, the players had hands-on control, providing the bot a prompt, selected a style, colors, and texture that suited them that reflected on...

In some instances, the shoe design process also included collaboration with the people behind the causes. Allen worked with some kids from the John Oishei Children’s Hospital in Buffalo while Metcalf received assistance those at Prison Fellowship and SOUND, organizations dedicated to justice reform and inclusivity. Crosby’s cause was “Stand Up for Pits,” supporting rescue and awareness for pit bulls. Unfortunately, AWS tells me, the Raiders star didn’t get any help from the dogs. NEW YORK – Sept. 10, 2024 – The National Football League and Amazon Web Services, Inc.

(AWS), an Amazon.com company (NASDAQ: AMZN), today announced an extension of their long-term partnership. Since 2017, the NFL and AWS have been at the forefront of innovation, leveraging AWS's artificial intelligence (AI) and machine learning (ML) services to shape the future of football. The global partnership will be on display during this week’s games with the debut of a new AI-powered Next Gen Stat that changes how we understand and analyze tackles in football. The Tackle Probability ML model predicts, at any given moment of a play, the likelihood that a given defender will make a tackle, helping to quantify which defenders are the most reliable tacklers and... Tackle Probability can be used to calculate various metrics that can be applied to both offensive and defensive analysis, such as missed tackle attempts by a defender and missed tackles forced by a ball... Powered by AWS, the Next Gen Stats platform collects over 500 million data points each season.

This wealth of data serves as the foundation for innovation throughout the NFL, from enhancing fan engagement through advanced statistics to transforming the viewing experience by enabling alternate broadcasts and new ways of visualizing... Additionally, data-driven insights have a direct impact on the game itself by informing rule changes to make the game safer and even more exciting, including the NFL’s new Dynamic Kickoff. A key component of the partnership renewal is the implementation of generative AI to increase operational efficiency and drive additional value for the league and its fans. “Through our collaboration with AWS, we are continuously pushing the boundaries of what’s possible in football,” said Gary Brantley, chief information officer at the NFL. “By harnessing the power of data and advanced technologies like generative AI, together we are accelerating the pace of innovation in important areas such as player safety, fan engagement and content production. This season we’ll see an increase in operational efficiency as we begin to leverage AWS’s generative AI capabilities at NFL Media.”

AWS and the NFL have enjoyed a long, productive relationship parsing data for statistical use. At this month’s re:Invent conference in Las Vegas, there was a new wrinkle. Amazon.com Inc.’s cloud division teamed with Buffalo Bills QB Josh Allen, Seattle Seahawks WR DK Metcalf, and Las Vegas Raiders defensive star Maxx Crosby on a generative artificial intelligence (AI) project. The company put AI in the hands of the NFL stars to help them design personalized cleats for the NFL’s My Cause My Cleats initiative. The cleat design, which leverages Anthropic’s Claude in Amazon Bedrock, helped the players create customized cleats based on a short descriptive prompt, leading to image generation. The prompt can be as simple as “electric graffiti” or “ocean waves in blue” in an art style that fits their vision – from elegant Watercolor to Grunge and Pixelated.

Once aesthetics are established, the players had three primary colors to choose from. See how NFL stars Josh Allen of the Bills, Maxx Crosby of the Raiders, and DK Metcalf of the Seahawks used AWS generative AI to design their cause-focused cleats. For the first time, the NFL’s My Cause My Cleats program has teamed up with AWS to let players DK Metcalf, Maxx Crosby, and Josh Allen personally design cleats that showcase causes close to... Using , these players had hands-on control over style, color, and textures, blending technology and purpose in a unique, interactive experience to personalize their cleats, which were then hand painted by artists. Go under the hood to learn how generative AI brings cleat design to life using Claude from Anthropic in Amazon Bedrock, which converts descriptive input into a detailed prompt ready for image generation. Text-to-image models from Stability AI in Amazon Bedrock create stunning, high-resolution images in seconds backed by GPU processing performed on Amazon EC2.

The National Football League (NFL) has further cemented its alliance with Amazon Web Services (AWS), heralding a new era of technological innovation in the sport. Their recently expanded partnership promises to reshape the way football is experienced both on and off the field, leveraging AWS's cutting-edge artificial intelligence (AI) and machine learning capabilities. As part of this enhanced collaboration, AWS will significantly bolster its role in supporting the NFL's operations through a range of advanced AI tools and data analytics services. The goal is to enrich the fan experience and provide teams with deeper insights into game strategies and player performance. This initiative will see the integration of sophisticated predictive models that aim to offer real-time analyses and predictions, thereby transforming the traditional viewing experience. The partnership has led to Amazon introducing a new AI-powered feature for its Thursday Night Football broadcasts.

This innovation will enable viewers to predict game plays and outcomes with unprecedented accuracy. By employing AWS's advanced algorithms, fans can now engage more deeply with the game, testing their predictions against real-time data and enhancing their overall enjoyment of the sport. The NFL’s partnership with AWS and the launch of new AI-driven features are set to revolutionise the football viewing , not only by elevating the viewing experience but also by enhancing team strategies and... AI’s impact on fan experience looks set to be further enhanced following the launch of a new startup founded by former NFL agent and Nike executive, Scott Bouska. Using their proprietary AI prediction model, Field Vision aims to provide betting enthusiasts with cutting-edge tools to gain a competitive edge in their game predictions. Get the latest updates delivered to your inbox every day, and stay up-to-date for free 🧠📈

Get the latest updates delivered to your inbox every day, and stay up-to-date for free 🧠📈 The NFL and AWS expand their partnership to tackle more AI use cases - SiliconANGLE The NFL and AWS expand their partnership to tackle more AI use cases Just in time for the 2024 season, the National Football League and Amazon Web Services Inc. continue to push the boundaries of artificial intelligence and machine learning in football. Through a partnership that began in 2017, the NFL has used AWS technology to improve player performance analysis, game strategies and fan experiences. Upcoming NFL games will showcase a new AI-powered tool, Tackle Probability, that analyzes and predicts the likelihood of a defender making a tackle in real time.

The tool identifies the most dependable defenders and the hardest-to-catch ball carriers. It also provides data on key performance metrics, such as missed tackles and successful attempts, offering teams valuable insights for offensive and defensive strategies. More specifically, Tackle Probability looks at 20 different factors, including the position and speed of each defender, every 10th of a second. Using these data points, an AI model, trained on five years of past game data, calculates the likelihood of a tackle happening at any given moment in a play. From this data, the model creates new stats like how often defenders attempt tackles without missing or how frequently running backs force missed tackles. This helps coaches see which players are the most reliable at tackling or avoiding tackles.

Tackle Probability is a feature within Next Gen Stats, the NFL's player and ball tracking platform, which relies heavily on AWS to process an enormous amount of data collected from games. The platform gathers over 500 million data points each season, providing the NFL with advanced statistics that improve the viewing experience and aid gameplay decisions. This includes rule changes such as the new Dynamic Kickoff to minimize high-speed collisions and injuries during kickoffs by adjusting player positioning and movement. Digital Athlete is another tool developed using AWS to improve player safety. The tool simulates game and practice scenarios to help coaches and medical staff assess injury risks so they can develop prevention and recovery plans for each player. One could think of this as building a digital twin of players and then running them through various scenarios to better understand when and how injuries occur.

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