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AWS x NFL My Cause My Cleats

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 – and now you can too.
Create Your Cleat

Transforming NFL cleats with generative AI

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 their hearts. Using AWS’s generative AI, 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. 

Win actual game-worn 'My Cause My Cleats'

How to play:

  • Design your dream cleats. Unleash your creativity and design cleats that tell your story.
  • Share your custom cleat design on X or Instagram by December 12 along with your player pick: #JoshAllenMCMC | #MaxxCrosbyMCMC | #DKMetcalfMCMC.
  • Win our athletes’ actual game-worn 'My Cause My Cleats' cleats! Terms apply.
Create your cleat now
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Generative AI gives cleat design a personal touch

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.

Read the blog
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Cleat prompts and designs using AWS generative AI

Maxx Crosby

  • Cleats game: 11/29 Black Friday away game vs. KC Chiefs
  • Cause: Stand Up for Pits
  • Open Text Prompt: The prompt used in this case was “pitbull, wild, dark, dog”, he selected a “Gritty” design style to inspire the AI pattern and AWS generative AI returned this artwork on the white cleat color. He added his personal foundation logo to the toe of the cleats and STAND UP FOR PITS messaging on the heel and finished it off with bright purple laces, a little light purple in the other areas of the shoe that don’t have the geb AI pattern applied and completed it with a purple cleat sole on bottom.
Maxx Crosby cleat

DK Metcalf

  • Cleats game: 12/8 away game vs. AZ Cardinals
  • Causes: DK is supporting two causes; Prison Fellowship and SOUND
  • Open Text Prompt 1: The prompt used was “hope, community, sign language, healing” and they selected a “Clean lines” design style to inspire the AI pattern. The AWS generative AI tools returned this artwork with blue and pink elements along with the white cleat base, accented with light purple/pink shoelaces. DK and the organization added the SOUND HEALTH logo on the outside of the cleat along with a HOPE. HEALING. RECOVERY. tagline on the back heel of the cleat.
  • Open Text Prompt 2: The prompt used was “justice, mercy, hope” which created imagery of feathers, stars and invoked hope and blue sky patterns. They selected “clean” design style to inspire the AI pattern. For this cleat they made the sole a neon green and dark blue laces to match the Seahawks brand colors and added the PRISON FELLOWSHIP logo to the outside of the cleat with the organizations message: SEEK JUSTICE. LOVE MERCY. RESTORE HOPE. on the inside of the cleat and SECOND CHANCES on the back of it.
DK Metcalf cleat

Josh Allen

  • Cleats game: 12/1 home game vs. SF 49ers
  • Cause: Patricia Allen Fund
  • Open Text Prompt: The prompt used was “Under the sea, Ariel, Super Bowl, Lombardi trophy”, where Josh and the kids selected a “Modern” design style and picked light blue, light purple and yellow as their colors to be included in the AI pattern. The AWS generative AI tools also allowed them to infuse their cleats with personal touches that add depth and meaning. For Allen, this meant including artwork by kids from the Children’s Hospital, translated into stickers that could be seamlessly applied to his cleats.
Josh Allen cleat