In a groundbreaking initiative, global sportswear leader PUMA and Manchester City have joined forces to launch a cutting-edge AI-driven platform, enabling fans to design the football club’s official Third kit for the 2026/27 season. This pioneering collaboration introduces the PUMA AI Creator, a tool that uses generative AI to empower supporters worldwide to craft unique kit designs through text prompts, intuitive sliders, and customisation options.
The PUMA AI Creator platform marks a significant milestone in fan engagement, offering a first-of-its-kind opportunity for football enthusiasts to contribute directly to their team’s identity. Powered by DEEPOBJECTS, a leading co-creation platform, the initiative invites fans to channel their creativity and passion into bold, innovative designs. The winning design, selected through a combination of fan votes and expert input, will not only be worn by Manchester City players on the pitch but also made available for purchase by fans globally.
“PUMA AI Creator is a transformative way to bring fans closer to the game,” said Ivan Dashkov, Head of Emerging Marketing Tech at PUMA. “Manchester City has been an ideal partner for this initiative, helping us merge technology and fan engagement to create something truly special. This platform is accessible to anyone, regardless of design experience or background, providing a unique chance to make a cultural impact by designing an official football kit.”
Fans can participate by signing up at aicreator.puma.com, receiving 15 free Design Credits and 2 Entries to start. Additional Credits and Entries can be unlocked through activities like rating other designs or being a registered Cityzens member or PUMA NFT Holder. Submissions will be accepted until December 20, after which a shortlist of the top ten designs will be determined by fan ratings and the expertise of Manchester City and PUMA’s kit design teams.
In January, public voting will open, allowing fans to select the design that will become the club’s official Third kit for the 2026/27 season.
The AI platform has already been trialed by Manchester City players Ederson, Stefan Ortega, and Rico Lewis, who collaborated to create a bespoke goalkeeper kit inspired by the net of a football goal. This innovative design, the first-ever AI-manufactured football kit worn on the pitch, will be available for purchase in limited quantities and debuted later this season.
Nuria Tarre, Chief Marketing & Fan Experience Officer for City Football Group, highlighted the initiative’s potential to connect fans to their club like never before. “Through the power of AI, we’re thrilled to offer supporters a chance to design a kit that could be worn by their heroes on the field. This initiative strengthens the bond between Manchester City and its global fan base, celebrating creativity and inclusivity.”
This collaboration is a testament to Manchester City’s and PUMA’s shared commitment to innovation and fan-centric experiences. By blending cutting-edge technology with the cultural significance of football kits, the project offers fans a historic opportunity to shape the visual identity of one of the world’s most prestigious football clubs.
The PUMA AI Creator platform is live now and open until December 20, 2024. Fans can start creating at aicreator.puma.com.
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