Case Study: NFL creates custom AI-powered cleats for charity with Wildlife

NFL creates tens of thousands of AI-designed cleats with Wildlife

The NFL partnered with Wildlife and AWS to showcase the capabilities of AWS generative AI. Their challenge was to empower NFL athletes with a tool to support their personal charitable causes through a unique and technologically advanced campaign.

Wildlife developed a generative AI-powered cleat design tool leveraging Amazon Bedrock, Claude, and Stable Diffusion XL. This allowed players and fans to create custom cleat designs. Wildlife then collaborated with artists to hand-paint the final designs for on-field use. The campaign achieved significant reach through films and player channels, culminating in tens of thousands of fan-created cleats and a record-setting performance by Josh Allen wearing the AI-designed cleats.

NFL (National Football League)