Olympique de Marseille and PUMA Relaunch AI-Driven Kit Design Platform for 2027/28 Season.

Roger Hampel

Image: Olympique de Marseille

Olympique de Marseille and PUMA have launched the second version of AI Creator, an artificial intelligence–powered platform that allows supporters to co-design the club’s official third kit for the 2027/28 season. The initiative extends an existing collaboration between the club and its kit supplier and positions fan co-creation as a formal part of the product development cycle.

The platform, owned and operated by PUMA, enables supporters to generate, submit and evaluate kit designs, with the winning concept scheduled to be produced and worn on the pitch. AI Creator is built on generative AI technology developed in collaboration with DEEPOBJECTS. Supporters interact with the system using text prompts, design parameters and adjustable visual controls to create unique kit concepts without requiring technical design skills.

Fan Co-Creation Embedded Into the Commercial Cycle Olympique de Marseille

Supporters can submit and rate designs during an initial open phase, after which the ten highest-rated entries will be shortlisted by PUMA and Olympique de Marseille. A final public vote will determine the winning design, which will be manufactured and sold as the club’s official third kit in 2027/28.

From a business standpoint, this approach shifts fan engagement upstream, placing supporters at the concept stage of merchandising. It also creates an extended engagement window spanning design, voting, launch, and retail phases.

Executive Comments

Ivan Dashkov, Head of Marketing Innovation at PUMA, said:

“PUMA AI Creator is designed to make creativity accessible, regardless of design experience or background. The platform gives supporters a direct role in shaping a product that will ultimately appear on the pitch, while allowing us to manage quality, performance and brand consistency.”

Alessandro Antonello, Chief Executive Officer of Olympique de Marseille, added:

“Supporters are central to the identity of this club. Giving them the opportunity to co-create an official kit is a tangible way to recognise that role. This initiative also fits into our wider strategy to accelerate the club’s digital development and deepen supporter involvement.”