May 19, 2020

LeBron James teams up with Nike

Nike & LeBron James
Nike sneakers for disabled athletes
Cleveland Clinic Children’s Hospital for Rehabilitation
Catherine Rowell
2 min
LeBron James teams up with Nike

Nike has enlisted LeBron James to support and help develop a new sneaker which will support disabled athletes and help them put on their sportswear more efficiently. The sneakers, named the LeBron Soldier 10 FlyEase has proved to be a personal and rewarding project for James, who is a father of three.

James said to ESPN: "Sports should never be taken away from a kid. "It creates fun. It creates laughter. It creates brotherhood or sisterhood. To be able to have shoes that are easy to get on and off gives kids another opportunity to live out their dreams."

"It’s about us empowering every kid and everybody to understand we are all athletes."

The new sneaker will be without laces and can be slipped on, and secured through the use of zips and Velcro. Nike designer Tobie Hatfield said, "One of the key learnings we've had in crafting accessible footwear is the importance of easy entry and exit of the shoe, not just simplifying its fastening system. Eliminating the intricate hand movement of lace tying is important, but if the athlete cannot get their foot into the shoe, lacing becomes a moot point."

Recently, James presented the new sneaker design to children from the Cleveland Clinic Children’s Hospital for Rehabilitation, where they could choose between blue, white and black designs. The shoes are now also available on the market for both adults and children, to help support all children and encourage them to engage in active sports.

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Jun 21, 2021

How AWS helps NASCAR delight its fans

AWS
NASCAR
3 min
Customer obsession and working backwards from the customer is a mantra of Amazon Web Services (AWS), epitomizing its partnership with NASCAR

AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”

AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”

Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”

Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”

Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using  ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”

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