Fresh from announcing a new creative agency and a new marketing message for 2025, Puma is also getting on with its current promotional business.

To support that objective the sportswear giant has introduced a “first-of-its-kind” Puma AI Creator tool to allow fans to design their own “dream” Manchester City kits using text prompting, customisation tools and intuitive sliders.

Powered by DeepObjects, a co-creation platform that leverages generative AI, the tool allows fans to channel “their passion and originality to create bold patterns and unique kit designs”.

And the winning AI design will be worn by Man City stars on-pitch and sold to fans, “in a groundbreaking first for a professional football club”.

After signing up, fans will get 15 free design credits and two entries to unlock more credits and entries through rating other fan designs or being registered as club ‘Cityzens’ or Puma NFT Holders.  

Fans can submit designs to the competition until 20th December when, along with the fan ratings, Puma and Manchester City kit experts will shortlist their top 10 designs. 

Public voting will open in January, as fans will be asked to vote for the kit they want to see on-pitch as Manchester City’s official third kit for the 2026/27 season.

“Puma AI Creator is one of the ways we see emerging technology bringing fans closer to the game they love,” said Ivan Dashkov, head of Emerging Marketing Tech at Puma

“Manchester City… [has] been the perfect partner for Puma to work with to introduce this groundbreaking AI platform. Together, we are intentionally creating innovative and inclusive ways to engage with fans.” 

The tool was first used by City players Ederson, Stefan Ortega and Rico Lewis who co-designed a bespoke goalkeeper kit, the first-ever AI manufactured football kit to be worn on pitch, said Puma.

The goalkeeper kit will be available for sale in limited quantities and will be seen on-pitch later this season.