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.
12s can design their own cleats here.
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.
"On gameday, to have their work of art on the NFL field, something they can look at and be like, 'I created that' [is special]," Metcalf said.
Jermaine Wilson, a mission ambassador at Prison Fellowship, a nonprofit that serves current and formerly incarcerated individuals and their families, said Metcalf supporting Prison Fellowship speaks volumes to the person he is.
"It shows that his heart desires to be able to serve other people," Wilson said. "No matter their current state that they're in. He sees people as people. He sees the heart of individuals and he truly believe individuals deserve a second chance."
SOUND, an organization, that among many other services, provides support for the deaf community, is an organization that reached out to Metcalf after his "Standing On Business" touchdown celebration that Metcalf used American Sign Language to do.
CEO of SOUND, Katrina Egner said the spotlight on their organization is exciting. "It means a lot for an organization in behavioral health to have that support of DK. We don't usually get a lot of attention or recognition, so it was really exciting."
Both SOUND and Prison Fellowship emphasized how impactful it is for an athlete with a platform to spotlight their organizations.
"He's actually being a voice and giving hope to so many men and women that are incarcerated, the hope and the second chance that he sees and he's provided with this platform," Wilson said.
Heidi, a lead clinician for the deaf services program at SOUND said, "The deaf community is really under represented. We want more awareness. We want more health support and American sign language is just a critical, important value in our culture and to have that highlighted is amazing."
Coaches, players and staff across the league will wear customized cleats in honor of causes that are important to them as part of 'My Cause My Cleats'. Check out the custom cleats that Seahawks players and staff will wear for this year's 'My Cause My Cleats' league-wide initiative.