PUMA x Man City have launched an initiative allowing their fans to design the club’s official Third Kit for the 2026/27 season using artificial intelligence (AI). Despite marketing being an inclusive project, fans are expressing their disappointment in comments on the official Instagram post.
Netizens have voiced their opinions over AI’s role in the creative process of designing the football kit. The partnership of the global sportswear brand, and Premier League icon has come up with PUMA AI Creator, which is an interactive platform powered by DEEPOBJECTS, an AI co-creation tool.
PUMA and Manchester City invited fans to submit their imaginary designs by inputting text prompts, and further adjusting them with customization tools. The AI system then generates virtual uniform designs based on styles such as abstract or emotive brushstrokes.
Below is what Nuria Tarre, Chief Marketing & Fan Experience Officer for City Football Group, had to mention about the project:
"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. Each City kit plays a fundamental role in connecting fans around the world to our club and we’re excited to see how they engage with this truly unique initiative."
Fans are advocating for 'real artist' against PUMA x Man City's AI Creator
Despite the innovative and inclusive marketing premise, not all fans are on board. Several fans criticized this reliance on AI in sports kit design. Below is what a fan had to comment on the Instagram post featuring a GK kit that is made with PUMA AI Creator:
"WE DONT WANT AI KITS", declared a fan.
Other users also weighed in with their opinions on PUMA x Man City's latest initiative:
"That's an awful idea", remarked a netizen.
"Shocking idea, pay designers instead", stated another.
"Why does this need AI", asked a third.
"OR… let someone who has talent and puts hard work into making a design do something actually cool", opined an Instagram user.
Submission guidelines if you are interested
Interested fans can submit up to two entries. Submissions will be kept open until December 20, 2024. A panel of Manchester City and PUMA experts will then shortlist the top ten designs.
Thereafter, those designs will be subject to a public vote in January 2025. The winning design will be featured by Manchester City players during the 2026/27 season, and also be made available for fans to purchase.
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