Artificial Intelligence (AI) is evolving at breakneck speed. While the technology faces much criticism, especially among creatives, Puma has started to publicly use AI for football kit design contests.
Puma AI Creator Tool
Puma's "A.I. Creator" allows users to generate kit concepts simply by inputting text descriptions. While this opens the door to limitless imagination and diverse options that human designers might not conceive, it is not without flaws.
As seen in the early stages of the City and Marseille contests, the tool can sometimes produce illogical or low-quality designs. However, the final decision ultimately rests with the fans and Puma, ensuring that the AI errors don't make it to the pitch.
As Puma already had AI campaigns for Manchester City and Olympique Marseille, the logical question now arises: Will Puma's other elite clubs, Borussia Dortmund and AC Milan, receive the AI treatment for the 2028-29/2029-30 seasons?
Puma's AI Kit Competitions: Man City & Marseille
Puma rolled out its "A.I. Creator" technology in late 2024.
- Manchester City (26-27): The club's third kit for the upcoming 2026-27 season has been created with the AI Creator, which allowed fans to create a kit using AI. Footy Headlines knows the winning design, which is awaiting its official launch in late summer 2026.
- Marseille (27-28): Continuing the scheme, OM's 2027-28 third kit is also created with the help of AI. The winning design has been selected as well already, but we do not know it yet.
Dortmund & AC Milan to Get AI Kits for 28-29 or 29-30 Season?
For the upcoming 2026-27 season and certainly also the 2027-28 season, traditional methods remain in place for BVB and Milan. The designs for both Borussia Dortmund and AC Milan's 26-27 kits are already finalized and currently in production. These were created by Puma's human R&D and design teams.
However, given the trajectory set by City and Marseille, it is highly plausible that Dortmund and Milan could see AI-designed third kits introduced for the 2028-29 or 2029-30 seasons.
Do you want to see Dortmund and AC Milan wear kits designed by Artificial Intelligence in 2028? Or should Puma stick to human designers? Let us know in the comments below.