Can AI turn football fans into kit designers? PUMA and Man City think so

Manchester City and PUMA have unveiled the club's third kit for the 2026/27 season, marking what the pair said is the first professional football kit designed by a fan using artificial intelligence (AI) to be worn by players on the pitch.

The kit was created through PUMA AI Creator, a generative AI tool launched in December 2024 that allows supporters to turn written prompts into football shirt designs and make edits without needing prior design experience.

The initiative invited Manchester City fans around the world to submit their ideas for the club's third kit, opening up a traditionally behind-the-scenes part of football merchandising to its wider supporter community.

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Fans from more than 200 countries created over 180,000 unique shirt designs through the platform, ranging from modern interpretations of retro kits to more unconventional concepts.

The designs subsequently attracted 1.7 million ratings on the platform, with the most popular entries narrowed down to a final shortlist of 10. Manchester City's global fanbase then voted for the winning design in January 2025.

The eventual winner was created by lifelong Manchester City supporter Elliott and features a white base with a central two-tone sash in sky blue and navy. A subtle gradient running through the sash changes in appearance as it catches the light.

The launch represents the latest use of generative AI by Manchester City and PUMA to bring supporters and players into the kit design process.

In 2025, the pair introduced a limited-edition goalkeeper kit created by Manchester City players using PUMA AI Creator, which was subsequently worn on the pitch. The latest initiative takes that concept further by handing the creative process to the club's wider fanbase.

Beyond its AI-led creation, the authentic version of the third kit uses PUMA's ULTRAWEAVE fabric alongside dryCELL and ThermoAdapt technologies. It is made with at least 50% recycled material. Meanwhile, the replica version uses PUMA's RE technology and is made with 95% recycled polyester sourced from textile waste.

“The relationship between the Club and our fans is at the core of everything we do, and innovation is at the heart of our partnership with PUMA. To be able to give fans the unique opportunity to be designers for a day and create one of our on-pitch kits this season, using the power of AI, is an extension of the deep connection that we have with our global fanbase," said Nuria Tarre, chief marketing and fan experience officer, Manchester City. 

She added, “We’re delighted with the result, and we thank all the fans that submitted creative kit designs and voted for the winner – it’s the first of its kind, and we look forward to seeing it worn by our players and fans around the world.”

In tandem, Dominique Gathier, vice president Teamsport, PUMA, said, “PUMA AI Creator represents a genuinely new way of thinking about how football kits are made and who gets to shape them.

“The volume of entries we received speaks to the strength of the Manchester City fanbase, and the design that came through reflects that. This is a project that sits at the intersection of technology, football, and community and we are proud to have been able to bring it to life," he added. 

Meanwhile, Elliott said he created the design using PUMA AI Creator during his lunch break and had not expected it to become an official Manchester City kit.

"City has been part of my life for as long as I can remember, so to have designed a kit that will now be worn by the players is a genuine honour," he said. He added that seeing supporters react to the design and later seeing Manchester City players wearing it during the kit shoot made the experience feel "surreal".

The launch comes as football clubs and their kit partners increasingly look beyond traditional kit reveals to turn new jerseys into broader fan-led brand moments. Earlier this week, Liverpool FC and adidas tapped into the atmosphere of the club's European nights for a campaign launching its third kit for the 2026/27 season, before extending the drop into lifestyle apparel and a revamped global eCommerce experience.

Titled "Feel the Anfield effect", the campaign centres on the energy generated by supporters at Anfield and features players including men's captain Virgil van Dijk and women's captain Grace Fisk. Its campaign film is narrated by actor and lifelong Liverpool supporter Owen Cooper, drawing on the sights, sounds and collective energy associated with matches under the lights at Anfield.

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