PUMA and Man City invite fans to co-design uniforms with AI

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