PUMA Takes AI Experimentation to the Next Level with Manchester City Partnership
Just days after dropping its revolutionary AI-assisted Inverse sneaker, PUMA is taking its artificial intelligence exploration even further with a new collaboration with English football giants Manchester City. The brand is now calling on fans to submit designs for Manchester City’s Third Kit for the 2026/27 season, using cutting-edge generative AI tools.
The driving force behind this project is DEEPOBJECTS, an AI-powered platform that allows for community co-creation. With the help of DEEPOBJECTS and Google Cloud, PUMA has launched the PUMA AI Creator, an interactive design tool that combines AI’s generative capabilities with text prompts and a range of customization options. The goal of this partnership is to foster a more collaborative relationship between sports teams and their dedicated fan bases.
Participants in the design contest will receive 15 Credits and 2 Entries. Each design submission will cost 1 Credit and count as 1 Entry. Fans will also have the opportunity to rate and provide feedback on other submissions, helping PUMA and Manchester City narrow down the top ten designs. In January, users will be able to vote on the final kit, which will then be worn on the field.
PUMA has been leading the charge in incorporating AI into its product development, as seen with the Inverse sneaker released on December 7. The shoe was initially conceptualized using generative AI tools, which allowed for a fresh take on the classic Inhale silhouette. Scottie Gurwitz, Lead Product Line Manager at PUMA, explains, “AI doesn’t follow the same rules as human designers, which can help us see things in new ways and serve as an experimental tool during the design process.”
As generative AI becomes more prevalent in the fashion industry, the possibilities for personalized products and enhanced brand-consumer interaction continue to challenge traditional notions of the design process. Head to the PUMA AI Creator to try out the new tool and submit your design by December 20.
