What happened: The 2026-27 shirt originated in PUMA AI Creator, a generative tool that turns written prompts into kit designs. A supporter's entry won a public vote from a 10-design shortlist.
Why it matters: PUMA calls it the first professional football kit selected through a fan AI-design contest. The rollout puts generative AI at the center of a major club's creative process, fueling debate over automation in design.
By the numbers: Nearly 180,000 designs were submitted worldwide before the field was cut to 10 finalists.
What to watch: The shirt is scheduled for on-pitch use during the 2026-27 season.