The initiative’s scope: PUMA has launched an innovative campaign allowing fans to co-design Manchester City’s Third Kit for the 2026/27 season using a new AI-powered design platform.
- The project utilizes DEEPOBJECTS, an AI platform integrated with Google Cloud technology, to create the PUMA AI Creator tool
- Fans can use text prompts and customization tools to generate unique kit designs
- The design submission window remains open until December 20
Participation mechanics: PUMA has established a structured system for fan engagement and design selection.
- Each participant receives 15 Credits and 2 Entries for design submissions
- Users can rate other participants’ designs to help determine the top ten selections
- Final voting on shortlisted designs will take place in January
- The winning design will become Manchester City’s official Third Kit for the 2026/27 season
PUMA’s AI innovation strategy: This initiative represents PUMA’s growing commitment to incorporating artificial intelligence in product development.
- The brand recently released the PUMA Inverse sneaker on December 7, which was developed using AI to reimagine their classic Inhale silhouette
- Lead Product Line Manager Scottie Gurwitz notes that AI’s unconventional approach to design can reveal new possibilities and serve as an experimental tool
- The collaboration with Manchester City demonstrates PUMA’s efforts to leverage AI for community engagement and product development
Future implications: This merger of AI technology, consumer participation, and professional sports apparel points to evolving dynamics in fashion design and brand engagement.
- The initiative signals a shift toward more collaborative, technology-driven approaches to sports merchandise design
- Consumer participation in professional product design could establish new standards for brand-consumer relationships
- The success of this program may influence how other sports brands approach future design processes and fan engagement
Industry evolution: The integration of AI tools in fashion design represents a significant shift in how brands approach product development and consumer engagement.
- The democratization of design through AI tools challenges traditional top-down design processes
- This approach enables unprecedented levels of personalization and consumer input
- The success or failure of this initiative could influence future strategies for consumer engagement across the sports and fashion industries
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