PUMA REVIVES ITS AWARD-WINNING AI CREATOR PLATFORM WITH OLYMPIQUE DE MARSEILLE
Today, global sports company PUMA, in collaboration with Ligue 1 powerhouse club Olympique de Marseille, has launched its second iteration of AI Creator, its fan-first, AI-powered kit design platform. PUMA’s proprietary, award-winning AI Creator platform gives Marseille fans the unique opportunity to design the official third kit for the 2027/28 season.
PUMA is using AI to empower consumers to co-create with the brand, turning fans into active participants in the creative process. Now in its second iteration, AI Creator is once again setting a benchmark for how brands can engage fans through emerging technology. The 2026 iteration of AI Creator builds on its award- winning debut platform with enhanced AI capabilities, refined creative outputs, and a more immersive fan experience. Powered by advanced generative AI technology developed in collaboration with DEEPOBJECTS, AI Creator uses text prompting, customization tools and intuitive sliders - placing the design capabilities in the hands of fans, inviting them to channel their passion and originality to create bold patterns and unique kit designs.
“Together, we are intentionally creating modern, inclusive ways to engage with fans around the world,” said Ivan Dashkov, Head of Emerging Marketing Tech at PUMA. “PUMA AI Creator is a creative outlet that anyone can use, regardless of their past design experience, location, or background. This accessibility is the heart of the platform, putting these choices back in the hands of fans in a way that has never been readily possible before.”
Known for its deeply rooted culture and one of the most passionate fan bases in global football, Marseille provides a powerful new creative canvas for the platform.
Olympique de Marseille Executive quote
Alessandro Antonello, Chief Executive Officer of Olympique de Marseille: "We are also particularly pleased to be able to involve the fans to such an extent: they are an integral part of what makes this club what it is, and giving them this opportunity to co-create the third kit is a way of thanking them. Thanks to this initiative, every supporter can contribute directly to a project that will come to life on the pitch. The launch of this platform is in line with the club's digitalisation strategy, which we aim to further develop.”
Fans can submit designs and rate initial entries beginning today, January 23, through February 1. Following fan ratings, PUMA and Olympique de Marseille will shortlist the top ten designs, with public voting opening February 11-12. The winning AI design will be worn by Marseille players on-pitch and sold to fans for the 2027/28 season.
