Olympique de Marseille have announced a new initiative that will allow fans to contribute directly to the creation of the club’s official Puma Third kit for the 2027/28 season.
The project gives OM supporters the opportunity to take part in the kit design process through a digital platform, with artificial intelligence used to assist in the generation and refinement of shirt designs.
The platform enables fans to generate and refine kit concepts using written prompts and interactive design controls. Supporters can adjust visual elements such as patterns and surface graphics, with the system translating these inputs into complete jersey concepts.
Submitted designs will be reviewed by Olympique de Marseille and Puma, with one concept selected for further development. The chosen design will be refined into the Olympique de Marseille 27/28 third kit.
Ivan Dashkov, Head of Emerging Marketing Tech at PUMA : “Together, we are creating modern and inclusive ways to engage with fans around the world. PUMA AI Creator is a creative tool that is accessible to everyone, regardless of design experience, place of residence or background. This accessibility is at the heart of the platform, giving decision-making power back to fans in a way that has never been experienced before.”
Alessandro Antonello, Chief Executive Officer of Olympique de Marseille : “We are also particularly pleased to be able to involve 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 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.”
