Fans to design Manchester City's next third kit, sparking a fashion revolution

In a groundbreaking initiative, Manchester City, a prominent professional football club in England, has partnered with Puma to enable the club's fans to participate in designing the official third kit for the upcoming 2026-27 season. This innovative collaboration marks a significant shift in how football clubs engage with their supporters, allowing them to have a direct influence on the team's apparel. The use of emerging technology, specifically the PUMA AI Creator, facilitates this interactive design process, transforming fans from mere observers into active creators of their team's identity. The AI tool was first utilized by Manchester City players Ederson, Stefan Ortega, and Rico Lewis, who collaborated to design a bespoke goalkeeper kit, echoing the shape of a football goal's net. Ederson expressed his excitement about the design process, sharing his enthusiasm about seeing their creation on the pitch. The initiative is part of a broader effort by both Manchester City and Puma to bridge the gap between fans and the club, enhancing the experience of fandom by leveraging modern technology. As the project progresses, public voting is set to commence in January, allowing fans to choose which design will be worn on-pitch by the players. Ivan Dashkov, Head of Emerging Marketing Tech at Puma, highlighted the potential for fans from other clubs to participate creatively, although the focus remains on Manchester City. Nuria Tarre, Chief Marketing & Fan Experience Officer for City Football Group, mentioned that this is not the first instance of co-creation with fans, citing previous initiatives like badge modifications and other competitions. The organization seeks to explore even greater fan engagement possibilities in the future, contemplating potential limited edition kits resulting from this collaboration. This venture is part of a broader trend wherein sports clubs increasingly recognize the importance of fan interaction and engagement. By incorporating fans into the design process of team kits, clubs can foster a stronger sense of community and belonging, creating an environment where supporters feel valued and integral to the club's identity. The outcome of this initiative could reshape the dynamics of fan involvement in football, inspiring other clubs to explore similar endeavors and utilize technology creatively to enhance the relationship with their supporters. The expectation among Manchester City and Puma representatives is that this project paves the way for more opportunities for fans to participate actively in shaping their team's image and culture in the long run.