It’s impossible to be living in today’s world and to have not heard about the term AI, or artificial intelligence. From streamlining daily tasks to the oft-repeated fear that “AI will take our jobs,” it’s a topic that’s both feared and appreciated.
Even in the realm of football, AI has found it’s way into analysis, decision-making on the pitch, and fan engagement.
But there’s something new that’s come around the corner, thanks to Manchester City and Puma. The two have taken AI in football a step further and now have it designing kits. Yes, AI has breached yet another domain and has sparked a debate about innovation versus tradition.
In a move hailed by some as groundbreaking and by others as soulless, Manchester City has collaborated with Puma and AI design studio DEEPOBJECTS to launch the Puma AI Creator platform. The platform allows fans to design the club’s 2026/27 third kit using text prompts, customization tools, and intuitive sliders. It’s a first-of-its-kind initiative that puts kit design in the hands of fans through AI.
Nuria Tarre, Chief Marketing and Fan Experience Officer for City Football Group had this to say about their innovation, “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.
At its launch event at the Etihad Stadium, goalkeeper Ederson showcased a kit he designed along with German Stefan Ortega using the platform.
The kit has a green base on which there are white snake skin-like patterns across the front with the club logo and sponsors all in a fluorescent/neon green colour.
Fan Competition for City’s 26/27 Third Kit
With this new creation, City have also decided to launch a competition that gives the fans a chance to design the third kit that Man City will use for the 26/27 season.
The AI tool provides users with 15 free design credits and two entries to craft their dream jersey. Fans can submit designs and rate others’ creations until December 20.
Puma and City Football Group experts will then shortlist the top 10 designs, and public voting in January will determine the winning kit.
The winner’s design will not only become the official third kit for Manchester City’s men’s and women’s teams but also represent a “groundbreaking first” for a professional football club.
Fan Reactions
While there’s no doubt that this move by City is bold and innovative, it’s not sat well with the majority of football fans. Many are voicing their concerns over what they perceive as a gimmick, while some criticized it as a corporate move that undermines tradition.
“Why is this supposed to be good? Why do people use AI just because they now can?”
Some fans also raised concerns about how this method of designing kits will see many talented and creative artists turned away, getting rid of the human touch and sentiment kits often have.
“Incredible artists getting turned away for AI to create shitty designs. it’s such a man city thing,” said a user on X, while another had similar concerns: “Doing away with another job for someone.”
Perhaps the ultimate challenge for Puma, Man City, and AI isn’t designing aesthetically pleasing kits but convincing fans that innovation doesn’t mean losing the human touch. This new creation offers fans a creative outlet and heralds a new era of fan engagement; it also raises critical questions about football tradition and heritage.
