PUMA LAUNCHES AI-GENERATED KIT DESIGN FOR MANCHESTER CITY FANS

Puma has introduced an innovative initiative allowing Manchester City fans to design the team's third kit for the 2026 season using artificial intelligence. The program, known as the Puma AI Creator, enables fans to generate custom jersey designs by simply entering prompts, with the AI producing variations in under a minute.
The initiative is part of a broader trend where brands leverage AI to enhance fan engagement and creativity in sports merchandising - 1& 2.
How It Works
Fans can utilize the AI tool to create unique designs, customizing patterns, collars, and logos. Each participant starts with 15 free design credits and can submit up to three entries. The contest runs until December 20, 2024, after which a public voting phase will commence in January 2025 to determine the final design - 3 & 5. The winning kit will not only be worn by Manchester City players but will also be available for fans to purchase, marking a significant milestone in fan involvement in professional sports - 1 & 2.
Expert Insights
Ivan Dashkov, Puma's Head of Emerging Marketing Tech, emphasized the importance of integrating AI into consumer experiences, stating that it allows fans to co-create jerseys with the brand. This approach taps into the existing passion of Manchester City supporters who frequently share their own kit designs online13. Nuria Tarre, Chief Marketing & Fan Experience Officer for City Football Group, highlighted that this initiative is part of a larger strategy to engage their global fanbase, which predominantly exists outside of Manchester5.
Safety Measures and Future Plans
To ensure responsible use of the AI tool, Puma has implemented content moderation measures to filter out inappropriate prompts and protect intellectual property. The company plans to evaluate the success of this project before considering similar initiatives for other teams or products in the future - 1& 3.
This groundbreaking collaboration not only empowers fans but also illustrates how technology can redefine traditional sports merchandising practices.