Puma is giving Manchester City fans the chance to design the team’s third kit for the 2026 season, using [artificial intelligence](https://www.adweek.com/category/artificial-intelligence/) to bring their creative visions to life.
The initiative lets fans generate custom designs, with the final kit selected through a mix of fan votes and expert judging. The winning design will be worn by the team.
“AI has become a little bit of a buzzword but \[there’s\] not a lot of examples of how AI is being used,” said Ivan Dashkov, head of emerging marketing tech, Puma.