As a seasoned gamer and tech enthusiast with a soft spot for football, I find myself utterly intrigued by PUMA’s latest AI-driven initiative. Having dabbled in various digital design tools throughout my gaming career, I can’t help but be fascinated by the potential of AI in sports apparel design.
Following the unveiling of its AI-assisted Inverse sneaker design, PUMA is deepening its exploration into artificial intelligence by teaming up with English soccer club Manchester City. In this latest venture, the brand invites supporters to submit designs for Manchester City’s Third Kit for the 2026/27 season, utilizing cutting-edge AI tools to help create their submissions.
The core of this process revolves around DEEPOBJECTS, an advanced AI platform that fosters community collaboration through its unique methodology. In partnership with Google Cloud, a brand has launched the PUMA AI Creator – an engaging design tool. This tool harnesses AI’s creative abilities using text prompts, accompanied by customization tools and user-friendly sliders. The objective is to foster increased two-way interaction between sports teams and their enthusiastic fan bases, paving the way for more collaborative efforts.
PUMA announced that for each design submitted, participants will receive 1 Credit and an entry into the contest. Each design costs a single Credit, and every submission counts as one entry. Additionally, participants can rate other entries to help PUMA and Manchester City determine the top ten designs. In January, users will have the opportunity to vote on the final chosen design, which will be worn on the soccer field.
Recently, PUMA appears to be leading the charge in AI technology among its sports equipment rivals. Their latest innovation, the PUMA Inverse, which launched on December 7, was originally conceptualized by AI tools. These AI tools were utilized to reimagine and refine the classic Inhale silhouette with additional features using a process of generation and iteration.
In regards to AI-assisted sneaker design, Lead Product Line Manager Scottie Gurwitz stated, “Artificial Intelligence doesn’t follow the same design principles as humans, which can enable us to view things from fresh perspectives and serve as a valuable experimental tool during the design phase.
With more and more generative AI being democratized in the fashion world, it’s opening up endless possibilities for tailored products and conversations between brands and consumers that break traditional design concepts. Check out PUMA AI Creator and submit your unique creation by December 20th.
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2024-12-09 19:25