Puma AI Creator tool will allow supporters to submit kits that Premier League champions will wear during 2026/27 season.
English soccer giants Manchester City and sportswear brand Puma have launched kit design platform powered by artificial intelligence that will give fans the opportunity to create the club’s official third kit for the 2026/27 season.
Confirmed:
- Puma AI Creator tool is powered by Deep Objects, a co-creation platform that leverages generative AI
- Platform will allow fans to design kits using text prompting, customisation tools and intuitive sliders
- Winning AI design will be worn by City players on the pitch and sold to fans
Context:
City have described this as a first for a professional soccer club. Fans who sign up to the platform will get 15 free design credits and two entries, but will have the ability to unlock more credits and entries either by rating other supporters’ designs or being registered as members of the Cityzens programme or Puma NFT holders.
The Puma AI Creator was recently used by City players Ederson, Stefan Ortega and Rico Lewis, who designed the first-ever AI manufactured goalkeeper kit. The shirt will be worn on the pitch later this season and made available for sale in limited quantities.
City and Puma first partnered in 2019, when they announced a long-term partnership worth UK£650 million (US$829 million) until 2028.
Comment:
“Puma AI Creator is one of the ways we see emerging technology bringing fans closer to the game they love,” said Ivan Dashkov, head of emerging marketing tech at Puma.
“As Manchester City continues to be one of the most successful renowned football clubs globally, both on and off the pitch, and they have been the perfect partner for Puma to work with to introduce this groundbreaking AI platform.
“Together, we are intentionally creating innovative and inclusive ways to engage with fans. Puma AI Creator is a creative outlet that anyone can use – regardless of their past design experience, location, or background – to make a huge cultural impact, in this case designing the official 2026/27 third kit for Manchester City.
Nuria Tarre, chief marketing and fan experience officer for City Football Group, added: “Through the power of AI, we are delighted to offer fans this special opportunity to be a part of Manchester City history and design a kit that could one day be worn by their heroes on the pitch. Each City kit plays a fundamental role in connecting fans around the world to our club and we’re excited to see how they engage with this truly unique initiative.”
“Our enthusiasm for creating innovative and unique fan experiences is shared by Puma, who continue to work with us to create memorable kits that represent our City, our club and our fans.”
Coming next:
Supporters can submit their kit designs until 20th December, when Puma and Manchester City representatives will shortlist their top ten designs. Fans will then be able to vote for the winner in January.
credit: https://www.sportspro.com/news/manchester-city-puma-third-kit-design-ai-platform-december-2024/