One of The Best Examples of AI Done Right in Sports Product Design

At Humbleteam, a UX/UI and product design agency for sports teams and the sports industry, we look closely at how AI is used in real fan experiences — and this activation stood out.
Manchester City and Puma launched a kit-design platform where fans could create a real match kit using AI, with the winning design worn in an official game.

Simple idea, huge emotional impact.

Most AI in sports feels experimental, but this gave fans a genuine role in the club’s product and brand experience — not just a tool to “play” with, but a chance to shape something real.

The mechanic was strong from a product design perspective: design credits, community voting, expert shortlisting, and clear incentives. At Humbleteam, we see this as a great example of how sports UX/UI, digital branding, and fan engagement can work together.

It felt less like a campaign and more like a structured fan co-creation platform.

Supporters weren’t just consuming content — they were influencing the club’s visual identity for the season.
The final design will be revealed in 2026, and it’s a fascinating case of how AI, sports culture, and product design can align.

Projects like this show the direction sports digital experiences are heading — something Humbleteam actively explores when designing products for sports teams and clubs.