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.
Seahawks president Chuck Arnold is honoring the American Cancer Society for this year's 'My Cause My Cleats'. This cause focuses on cancer research.
Seahawks Legend Cliff Avril is honoring Champions of Change for this year's 'My Cause My Cleats'. This cause focuses on empowering underserved regions through the power of sport and teamwork.
Seahawks vice president of community & engagement Mario Bailey is honoring Everytown for this year's 'My Cause My Cleats'. This cause focuses on creating awareness for gun violence.
Seahawks tight end Pharaoh Brown (86) is honoring the Little Bit Therapeutic Riding Center for this year's 'My Cause My Cleats'. This cause focuses on providing therapeutic horseback riding for children and adults with disabilities.
Seahawks safety Coby Bryant (8) is honoring Footprints of Fight for this year's 'My Cause My Cleats'. This cause focuses on providing support to patients and families dealing with pediatric cancer.
Seahawks Lamar Campbell is honoring We Stutter for this year's 'My Cause My Cleats'. This cause focuses on providing support for those who deal with stutters and speech impediments.
Seahawks running back Zach Charbonnet (26) is honoring the Williams Syndrome Association for this year's 'My Cause My Cleats'. This cause focuses on creating awareness and supporting those who deal with Williams Syndrome.
Seahawks tackle Charles Cross (67) is honoring NAMI-Mississippi for this year's 'My Cause My Cleats'. This cause focuses on mental health awareness.
Seahawks tackle McClendon Curtis (66) is honoring the McClendon Curtis Foundation for this year's 'My Cause My Cleats'.
The Seahawks dancers are honoring Solid Ground for this year's 'My Cause My Cleats'. This cause focuses on homelessness prevention.
Seahawks tackle George Fant (74) is honoring the Fant Foundation for this year's 'My Cause My Cleats'. This cause focuses on youth empowerment.
Seahawks tight end Noah Fant (87) is honoring Open Door Mission in Omaha, Nebraska for this year's 'My Cause My Cleats'. This cause focuses on providing shelter and feeding the less fortunate.
Seahawks assistant special teams coach Devin Fitzsimmons is honoring Maryland Symphony Orchestra for this year's 'My Cause My Cleats'. This cause honors his brother's love for the orchestra.
Seahawks tackle Stone Forsythe (78) is honoring Warrior Rising for this year's 'My Cause My Cleats'. This cause focuses on empowering U.S. military veterans and their families.
Seahawks linebacker Trevis Gipson (50) is honoring Humane Society for this year's 'My Cause My Cleats'. This cause focuses on ending suffering for all animals.
Seahawks linebacker Derick Hall (58) is honoring Gulfport Memorial Hospital NICU for this year's 'My Cause My Cleats'. This cause supports the hospital that saved Hall's life during his birth.
Seahawks quarterback Sam Howell (6) is honoring TABLE NC for this year's 'My Cause My Cleats'. This cause focuses on delivering healthy food and nutrition education to youth in Orange County, NC.
Seahawks safety Rayshawn Jenkins (2) is honoring Headstrong for this year's 'My Cause My Cleats'. This cause focuses on raising cancer awareness and prevention.
Seahawks cornerback Josh Jobe (29) is honoring Seattle Children's Autism Center for this year's 'My Cause My Cleats'. This cause focuses on autism awareness.
Seahawks linebacker Dre'Mont Jones (55) is honoring the Boys & Girls Clubs of Northeast Ohio for this year's 'My Cause My Cleats'. This cause supports youth empowerment.
Seahawks Legend Walter Jones is honoring the Fred Hutchinson Cancer Center for this year's 'My Cause My Cleats'. This cause focuses on cancer research.
Seahawks offensive assistant Chuckie Keeton is honoring the Fellowship of Christian Athletes for this year's 'My Cause My Cleats'. This cause focuses on empowering coaches and athletes.
Seahawks guard Sataoa Laumea (63) is honoring Mary's Place Seattle for this year's 'My Cause My Cleats'. This cause focuses on supporting and providing necessities to the less fortunate.
Seahawks safety Julian Love (20) is honoring Just1Mike for this year's 'My Cause My Cleats'. This cause focuses on heart screening awareness and providing AED's to areas of need.
Seahawks tackle Abraham Lucas (72) is honoring the Society of St. Vincent de Paul for this year's 'My Cause My Cleats'. This cause focuses on providing relief to the poor and marginalized.
Seahawks head coach Mike Macdonald is honoring the RYR-1 Foundation for this year's 'My Cause My Cleats'. This cause focuses on creating support and awareness for those who suffer from RYR1-related diseases.
Seahawks linebacker Boye Mafe (53) is honoring the American Cancer Society and the Puget Sound Association of the Deaf for this year's 'My Cause My Cleats'. These causes focus on deaf empowerment and cancer research.
Seahawks running back Kenny McIntosh (25) is honoring Seattle Children's Autism Center for this year's 'My Cause My Cleats'. This cause focuses on autism awareness.
Seahawks wide receiver DK Metcalf (14) is honoring SOUND and Prison Fellowship for this year's 'My Cause My Cleats'. These causes support deaf empowerment and prison reform.
Seahawks defensive end Mike Morris (94) is honoring the ChadTough Defeat DIPG Foundation for this year's 'My Cause My Cleats'. This cause focuses on providing support to patients who suffer from DIPG.
Seahawks linebacker Uchenna Nwosu (10) is honoring the Uchenna Nwosu Foundation for this year's 'My Cause My Cleats'. This cause focuses on promoting education, health and wellness to sports minded individuals.
Seahawks offensive passing game coordinator Jake Peetz is honoring the Make-A-Wish Foundation for this year's 'My Cause My Cleats'. This cause focuses on supporting children with critical illnesses.
Seahawks running back coach Kennedy Polamalu is honoring the UPMC Children's Hospital of Pittsburgh for this year's 'My Cause My Cleats'. This cause focuses on providing support to the less fortunate.
Seahawks safety Jerrick Reed II (32) is honoring Life Enrichment Group for this year's 'My Cause My Cleats'. This cause focuses on providing support to youth and their families.
Seahawks tight end Brady Russell (38) is honoring the Randall Morris Foundation for this year's 'My Cause My Cleats'. This cause focuses on supporting the youth.
Seahawks president of football operations/general manager John Schneider is honoring Ben's Fund for this year's 'My Cause My Cleats'. This cause focuses on autism awareness.
Seahawks wide receiver Jaxon Smith-Njigba (11) is honoring the Little Warrior Foundation for this year's 'My Cause My Cleats'. This cause focuses on cancer awareness.
Seahawks quarterback Geno Smith (7) is honoring Extended Hands Inc. for this year's 'My Cause My Cleats'. This cause supports Geno's mother's non profit organization that provides programs and services to empower the community.
Seahawks linebacker Tyreke Smith (59) is honoring the Jed Foundation for this year's 'My Cause My Cleats'. This cause focuses on supporting mental health awareness.
Seahawks long snapper Chris Stoll (41) is honoring Uplifting Athletes for this year's 'My Cause My Cleats'. The cause focuses on rare disease support.
Seahawks head athletic trainer David Stricklin is honoring Heroes Homestead & NATA for this year's 'My Cause My Cleats'. This cause focuses on supporting veterans and their families.
Seahawks coach Neiko Thorpe is honoring the Alzheimer's Association for this year's 'My Cause My Cleats'. This cause focuses on researching and providing support to those who suffer from Alzheimer's.
Seahawks running back Kenneth Walker III (9) is honoring Le Bonheur Children's Hospital & Everytown for this year's 'My Cause My Cleats'. These causes focuses on supporting a non profit and raising gun violence awareness.
Seahawks safety K'Von Wallace (24) is honoring the American Cancer Society for this year's 'My Cause My Cleats'. This cause focuses on creating awareness and supporting those who deal with breast cancer.
Seahawks defensive lineman Leonard Williams (99) is honoring Water Mission for this year's 'My Cause My Cleats'. This cause focuses on creating safe water solutions across the world.
Seahawks wide receiver Dareke Young (83) is honoring the Lupus Foundation of America for this year's 'My Cause My Cleats'. This cause focuses on lupus awareness and research.
