AWS brings generative AI to NFL’s My Cause, My Cleats campaign to power purpose-driven design
Media Blog
AWS has partnered with the NFL to bring generative AI to the "My Cause My Cleats" campaign, allowing players and fans to design custom cleats that support charitable causes.
- NFL players like Maxx Crosby, Josh Allen, and DK Metcalf used AWS generative AI to create personalized cleats
- The design process uses Anthropic's Claude and Stability AI's Stable Diffusion models in Amazon Bedrock
- Players can input descriptive prompts, choose art styles, and select color palettes
- Designs are generated using Amazon EC2's A100 GPUs for high-quality, rapid image creation
- Fans can now create their own digital cleat designs through an AWS-powered web experience
The initiative transforms cleat design into a collaborative, purpose-driven experience that connects technology, personal expression, and philanthropy.
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