In a groundbreaking move blending technology and sports, Puma and Manchester City have launched an innovative initiative allowing fans to design the team’s third kit for the 2026/27 season using artificial intelligence. This collaborative effort is set to redefine fan engagement, giving supporters a unique opportunity to contribute to the club’s legacy through creativity and technology.
The project officially kicked off on December 9, 2024, and runs until December 20, 2024. Fans across the globe can utilize Puma’s cutting-edge AI Creator tool to craft their dream jersey designs. Powered by DEEPOBJECTS, this intuitive platform generates multiple design variations within seconds based on user prompts, enabling participants to personalize patterns, colors, and collar styles. Each fan is allotted 15 free tokens, allowing them to create up to 60 designs, from which they can submit their two best entries for consideration.
This initiative not only highlights the possibilities of AI in creative industries but also strengthens the emotional bond between Manchester City and its global fanbase. Ivan Dashkov, Head of Emerging Marketing Tech at Puma, emphasized the importance of this project, noting its potential to showcase fan creativity while fostering a deeper connection to the team.
Harnessing AI to Revolutionize Sports Merchandise
The integration of artificial intelligence into sports merchandise design is emblematic of a broader trend reshaping the industry. Puma’s AI Creator tool exemplifies how technology can democratize creativity, empowering fans to actively participate in shaping the visual identity of their favorite team. By leveraging AI, brands like Puma are transforming consumer interaction into a collaborative and immersive experience.
Once the submission period ends, a panel of experts and public votes will determine the top ten designs in January 2025. From these, one standout design will be selected as the official third kit for Manchester City’s 2026/27 season. The winning jersey will not only be worn by the team but also made available for purchase—bridging the gap between fan creativity and commercial innovation.
This move underscores a growing shift in sports merchandising, where AI technology is increasingly being used to enhance fan experiences. Nuria Tarre, Chief Marketing & Fan Experience Officer at City Football Group, highlighted the initiative’s global appeal, stating that it empowers fans to leave an indelible mark on the club’s legacy while celebrating their creativity on an international stage.
The Manchester City and Puma AI-powered kit design initiative is a testament to the transformative power of artificial intelligence in reshaping traditional industries. By inviting fans to co-create merchandise, the project not only leverages cutting-edge technology but also deepens the emotional connection between the club and its supporters.
This initiative reflects a growing trend of integrating AI into sports and entertainment, where fan engagement is no longer passive but participatory. As AI continues to evolve, such projects could become the norm, setting a new standard for collaboration between brands, teams, and their global audiences.
Manchester City, Puma, and their innovative AI Creator tool are paving the way for a future where technology and creativity merge seamlessly, offering fans a once-in-a-lifetime chance to influence the game they love. This initiative is more than just a marketing campaign—it’s a glimpse into the future of sports and technology.
