Nfl My Cause My Cleats Design Cleats With Ai Aws

Bonisiwe Shabane

-Nov 18, 2025, 9:09 AM

nfl my cause my cleats design cleats with ai aws

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 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. My Cause My Cleats is a player-led initiative where players, coaches and staff wear custom-designed cleats to spotlight the causes and nonprofits they care about most. This year, fans can get in on the impact too. Explore below.

NFL players put their hearts into designing cleats that represent causes that can make a difference. Watch as they use AWS AI to make a statement and raise awareness. My Cause My Cleats is a player-led initiative where players, coaches and staff wear custom-designed cleats to spotlight the causes and nonprofits they care about most. This year, fans can get in on the impact too. Explore below. 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. 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. 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. This year as part of the NFL's My Cause My Cleats initiative, which allows players to support different organizations through cleat artwork, DK Metcalf created his cleats alongside AWS using generative AI. Metcalf was one of three players to have their cleats made using AWS generative AI technology along with Buffalo Bills Josh Allen and Las Vegas Raiders Maxx Crosby.

The technology allowed Metcalf and the two organizations he is supporting, to input keywords, and the generative AI would produce a design based off those keywords. Using AWS's gen AI, they had control over the style, color, and textures to personalize their cleats. After they were satisfied with a design the cleats were hand painted by an artist using the design. "AWS gen AI just gives me an opportunity to put my hands on the project and sit down with the organizations," Metcalf said. "It really just gave us an open book of whatever direction we wanted to go of what the cleat is going to look like. AI did a very good job and it brought out stars, flowers, a lot of bright colors, a lot of messages on the shoe."

The two organizations, Prison Fellowship and SOUND, were able to work with Metcalf to create the design for the cleats. And it was special for Metcalf to work closely with both organizations.

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.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