How AWS and the NFL Used AI to Help Josh Allen, DK Metcalf Design Custom Cleats for Their Favorite Causes

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.

What Cleats Are They Wearing?

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 a cause dear to them.

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.

When asked for their reactions after designing their shoes, I’m told the players expressed surprise that it was a “fast,” “efficient,” and “easy” process.

The choice of these three players wasn’t exactly a coincidence. Both the NFL and AWS wanted top 20 players and there needed to be an exceptional crossover marketing opportunity. Crosby’s Raiders were playing in the Black Friday football game broadcast on Amazon Prime Video, Metcalf’s Seahawks have a technology partnership with AWS, and Allen is one of the top contender for the league’s Most Valuable Player award this season. These things cast a serious spotlight on these star athletes.

Although other NFL players are participating in the “My Cleats My Cause” campaign, Allen, Metcalf, and Crosby are the only ones who have worked with AWS to craft generative AI-designed footwear.

Show Your Cleats To Promote Your Causes

You don’t need to be a star athlete to design your own cleats. AWS has launched cleatcreator.com, an interactive website for anyone to follow suit. You can be as specific or generic with your design prompt and there are ten different visual styles to choose from. And if you don’t like the results, you can regenerate it until you come up with one that suits your taste. In addition, you can affix your favorite team’s logo or choose from a set of pre-arranged messages to apply to your design. At this time, there’s no way to upload an image or specify your own content beyond the pre-set. Finally, there’s a step that lets you adjust the alignment of the design.

If you’re content with the result, you can share it on social media. I’m told this is one of the first features the AWS built into the site, betting that fans would want their own keepsake, a souvenir that could be turned into a sticker or other knickknacks. And who knows, maybe someone will take their design and have it made into real cleats and wear it at their own game.

AWS says that, to date, “thousands” of cleats have been designed on CleatCreator.com.

And here’s a fun tip: AWS disclosed that if someone shares their design online, and their post includes a specific hashtag connected to the players, they might become eligible to win the same game-day cleats that player wore on the field.

Although the NFL’s “My Cleats My Cause” campaign lasts a few weeks, AWS affirms its website will remain operational indefinitely.

Disclosure: I attended Amazon's 2024 re:Invent as a guest, with a portion of my travel expenses covered by the company. However, Amazon had no influence over the content of this post—these thoughts are entirely my own.

Featured Image: Replica football cleats created by Buffalo Bills quarterback Josh Allen and AI as part of the NFL and AWS's "My Cause, My Cleats" campaign. Photo credit: Ken Yeung