University of Kwazulu-Natal

Aws Brings Generative Ai To Nfl S My Cause My Cleats Campaign To Power

Bonisiwe Shabane
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aws brings generative ai to nfl s my cause my cleats campaign to power

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. 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. NEW YORK – Nov.

25, 2024 – Beginning today, NFL players, coaches and staff across the league will reveal custom, specially designed cleats bringing attention to various causes and non-profit organizations they support through My Cause My Cleats. Launched in 2016, the initiative allows players to use their platforms, both on and off the field, to advocate for causes important to them while celebrating the positive impact the NFL Family makes in... This season, more than 1,400 participants— players, coaches, Legends and staff— are highlighting relevant issues and nonprofit organizations on their cleats during games in Week 13-14 of the season. To execute their designs in a unique way, players are collaborating with cleat manufacturers and designers to create custom-designed cleats displaying causes they care most about. This season, youth initiatives, including wellness programs and access to football camps, are the cause the most players are advocating for through My Cause My Cleats. Players, coaches and staff have also identified other issues to highlight on their cleats, including cancer awareness and prevention, social justice efforts and mental health.

Several participants will also champion foster care and adoption, health and disease awareness, animal care, domestic violence, sustainability and many others. Learn more about which causes players are supporting here. “Through My Cause My Cleats, the league brings attention to hundreds of nonprofit organizations the NFL Family supports year-round," said NFL Senior Vice President of Social Responsibility Anna Isaacson. “We are appreciative of the passion players, coaches and Legends bring to this initiative each season and are grateful for the dedication shown to amplifying causes that mean the most to them." “Since its start in 2016, this initiative has given players the platform to make a greater impact off the field and in their communities,” said NFL Senior Vice President of Player Operations Tracy Perlman. “My Cause My Cleats aligns with the NFL’s commitment to amplify player voices and make a positive change in communities across the world.”

This year, My Cause My Cleats will kick off on Thanksgiving Day with promotional efforts including a marketing spot featuring the many causes NFL players have chosen to support. The 90-second spot features Christian Gonzalez (New England Patriots), Tucker Kraft (Green Bay Packers) and Deebo Samuel Sr. (San Francisco 49ers). Gonzalez will bring attention to the important work of KyleCares in promoting open and honest communication about the mental health challenges faced by teens and young adults in today’s society. Kraft will highlight the Cheyenne River Youth Project, whose work is dedicated to providing Native American youth in the Lakota community with the access, resources, and opportunities they need to have a successful future. Additionally, Samuel will promote the work of SPAAT, which provides support programs to help student-athletes make a successful transition to college and the pros.

Watch the 90-second marketing spot here. The NFL’s biggest stars use generative AI to create custom cleats for a cause. .css-sssqtv{width:1rem;height:0.75rem;display:inline-block;line-height:1em;-webkit-flex-shrink:0;-ms-flex-negative:0;flex-shrink:0;color:currentColor;vertical-align:middle;fill:none;margin-right:0.5625rem;padding-bottom:0.0625rem;}.css-ck1qbr{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-box-flex-wrap:wrap;-webkit-flex-wrap:wrap;-ms-flex-wrap:wrap;flex-wrap:wrap;}Client Showcase the capabilities of AWS generative AI by empowering NFL athletes with a tool to support the causes that matter to them. We teamed up with NFL stars Josh Allen of the Bills, Maxx Crosby of the Raiders, and DK Metcalf of the Seahawks to transform NFL cleats with AI. We developed a gen AI-powered cleat design tool for each player to get hands-on control over style, color, and textures.

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. 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. During Weeks 13 and 14 of the NFL season, players are allowed to wear customised cleats in honour of charitable causes - an initiative called ‘My Cause, My Cleats’.

This year, Amazon Web Services (AWS) looked to this moment to tell a brand story about its relationship with the league, led by LA-based digital production company Wildlife by putting generative AI in the... As well as developing an AI Cleat Creator, using AWS-enabled generative AI tools, Wildlife also produced and finished an entire campaign's worth of social content deliverables, directed by ECD Scott Friedman. The films tell the powerful stories of the Buffalo Bills’ Josh Allen, Las Vegas Raiders’ Maxx Crosby and Seattle Seahawks’ DK Metcalf designing their shoes to represent and support their respective causes: Oishei Children’s... “Even with the AI and technology, we were able to actually bring in more human involvement,” says Scott. “We brought in folks from those organisations so they could meet, tell their stories and collectively work on the shoe. It makes for a more meaningful connection for the athletes, helps the organisations get the message out more, and makes for great content,” he adds, “watching these athletes interact with everyday folks - especially...

Wildlife has previously worked with AWS to bring NHL and NFL stats to life with AI-powered installations and web games like ‘Interactive Ice’ and ‘Defense Decoder’. But this time, their work would be worn on the field, and broadcast to millions. Wildlife first created highly detailed 3D models of the football players’ exact game shoes using a photogrammetry studio. They then researched the typical design elements, patterns and textures that the NFL’s artists apply to custom cleats. 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.

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