Manchester City and Puma Launch AI-Powered Kit Design Contest for Fans

Manchester City and Puma Launch Innovative AI Kit Design Contest

In a groundbreaking move, Manchester City Football Club and Puma have partnered to launch an AI-powered kit design contest, inviting fans to create the club's 2026-27 third kit using a text-to-image generator. This initiative marks a significant step in fan engagement and the application of AI in sports merchandising 1

1

The AI-Powered Design Tool

The contest utilizes the Puma AI Creator, a text-to-image uniform generator powered by DeepObjects. Fans can create designs by entering prompts and selecting styles such as "abstract," "emotive brushstrokes," or "dream visions." The tool then generates four design options that appear on a virtual uniform, allowing for further customization of collars, trim colors, and badges 2

2

How the Contest Works

Participants receive 15 free tokens, with each token enabling the creation of four designs. Fans can submit their two best creations for the competition, which runs until December 20. Additional tokens can be earned by reviewing other people's designs. A shortlist of 10 designs will be created by a combination of fan reviews and experts from Manchester City and Puma, followed by a public vote to determine the winning kit 1

1

Impact and Significance

This contest represents a novel approach to fan engagement, particularly for Manchester City's global fanbase. Nuria Tarre, Chief Marketing & Fan Experience Officer for City Football Group, emphasized the importance of engaging with the club's worldwide audience, stating, "99% of our audiences are global, so finding new ways to engage those fans around the world is important" 3

3

AI in Sports Fashion Design

The use of AI in this contest democratizes the design process, allowing fans without traditional artistic skills to participate. Ivan Dashkov, Head of Emerging Tech for Puma, encourages participants to experiment with the tool, stating, "Try a bunch of different things and play with it. Just like anything else, it's a tool and it takes skill" 3

3

Related Stories

Manchester City and OKX Launch Innovative Virtual Escape Room Experience

Premier League Scores Big with Adobe AI: A Game-Changer for Fan Engagement and Creativity

FIFA World Cup 2026 deploys AI-powered innovations across every match, team, and stadium

AI-Generated Artwork of Lionel Messi's Iconic Goal Fetches $1.87M at Christie's Auction

Challenges and Considerations

While innovative, the contest raises questions about copyright and image rights. The generator's site requires users to agree to let Puma and City make adjustments to generated designs, likely to address potential copyright issues and ensure design quality 1

1

Future Implications

This initiative could set a precedent for future collaborations between sports teams, brands, and fans. It showcases how AI can be used to enhance fan experiences and create unique, personalized products in the sports industry. The success of this contest may inspire similar projects across various sports and merchandise categories.