Guests were welcomed to The Mall in Milan, where an immersive space brought the Speedcat campaign to life. Inspired by the Nevada desert, the event recreated the campaign’s road-trip vibes, giving attendees a true taste of the Speedcat journey. 

The PUMA Speedcat is now available at PUMA.com, PUMA flagship stores, and select retailers worldwide.  

In a first-of-its-kind, the new PUMA AI Creator tool is powered by DEEPOBJECTS, a leading co-creation platform that leverages generative AI to allow fans to design their dream PUMA Manchester City kits using text prompting, customization tools and intuitive sliders. By placing the tool in their hands, fans are invited to channel their passion and originality to create bold patterns and unique kit designs.

The winning AI design will be worn by City stars on-pitch and sold to fans, in a groundbreaking first for a professional football club.
 

"PUMA AI Creator is one of the ways we see emerging technology bringing fans closer to the game they love," said Ivan Dashkov, Head of Emerging Marketing Tech at PUMA.

“As Manchester City continues to be one of the most successful renowned football clubs globally, both on and off the pitch, and they have been the perfect partner for PUMA to work with to introduce this groundbreaking AI platform. Together, we are intentionally creating innovative and inclusive ways to engage with fans. PUMA AI Creator is a creative outlet that anyone can use – regardless of their past design experience, location, or background – to make a huge cultural impact, in this case designing the official 2026/27 Third kit for Manchester City. 

Nuria Tarre, Chief Marketing & Fan Experience Officer for City Football Group said:
“Through the power of AI, we are delighted to offer fans this special opportunity to be a part of Manchester City history and design a kit that could one day be worn by their heroes on the pitch. Each City kit plays a fundamental role in connecting fans around the world to our club and we’re excited to see how they engage with this truly unique initiative.”

“Our enthusiasm for creating innovative and unique fan experiences is shared by PUMA, who continue to work with us to create memorable kits that represent our City, our club and our fans.”

PUMA AI Creator was first used by City players Ederson, Stefan Ortega and Rico Lewis who together designed a bespoke goalkeeper kit, the first-ever AI manufactured football kit to be worn on pitch, creatively inspired by the net of a football goal. The goalkeeper kit will be available for sale in limited quantities and will be seen on-pitch later this season.

PUMA AI Creator officially launches on Monday 9th December and will be open for fans to submit kit designs until Friday 20th December. The top ten designs will then be unveiled for voting in January.

PUMA AI Creator can be accessed via aicreator.puma.com 
 

The fans will have a chance to see the new-look apparel when the TAG Heuer Porsche Formula E Team takes to the track for the first time this season for the Brazilian E-Prix.

The 125th Anniversary Capsule Collection includes the Authentic Player Jersey, Goalkeeper Jersey, Retro Football, and a special limited-edition Retro Style Jersey. In homage to the Club's founding year, only 1,899 units of this retro-style jersey will be available, each with a unique serial number and exclusive packaging - a true collector's item for dedicated fans.

The design journey began last December when AC Milan fans were invited to shape the Club’s legacy by choosing key elements of the 125th Anniversary jersey. Through the ‘Design our Jersey, Design our Legacy’ campaign and a bespoke platform, fans made design choices that reflect key moments in AC Milan’s history:

• The broad stripe design first appeared on the Rossoneri jersey in the 1950s and later became synonymous with the Club’s most iconic international victories, especially from the late 1980s onward

• The badge featured on the kit pays homage to the Club’s very first official emblem, dating back to its foundation in 1899 as the Milan Football & Cricket Club. This nod to tradition reflects the vision of Herbert Kilpin, who, as an Englishman, brought his cultural heritage by establishing a Club that celebrated both football and cricket

• The Diavoletto (Little Devil), an emblematic symbol of AC Milan during the 1980s, is printed inside the jersey, accompanied by the inscription AC Milan 125, marking this momentous milestone in the Club’s history

AC Milan Fan Token holders on Socios.com also played a role, voting on a unique detail to be printed on the numbers on the back of the jersey. This innovative, fan-driven approach has resulted in a kit that not only honors AC Milan’s storied past, but also looks confidently to its future. Chosen entirely by the fans, this kit stands as a truly special symbol of the Club’s history, passion, and unity, making it a celebration of the deep connection between AC Milan and its supporters.

Franco Baresi AC Milan Honorary Vice President said: ““This jersey is a reflection of AC Milan’s soul - its passion, its history, and the vision for its future. As someone who has proudly represented this Club for 50 years in many different roles, this milestone represents a moment of celebration and unity for the entire Rossoneri family. The 125th Anniversary is a testament to the values and spirit that make AC Milan extraordinary, and this kit is a beautiful way to honour our journey while celebrating the unwavering bond with our fans.”

Engineered with PUMA’s dryCELL technology, the Authentic Player Jersey is crafted to keep players cool and comfortable, performing at the highest level while embodying the essence of Milanismo. Reflecting PUMA’s commitment to sustainability, the jersey is made with 100% recycled materials, excluding trims and decorations.

The limited-edition Retro Style Jersey, made from premium cotton, is a nostalgic nod to classic football aesthetics, with each piece bearing a unique serial number - an exclusive emblem of AC Milan’s enduring legacy. Completing the collection is the Retro Football, a modern take on AC Milan’s vintage football design. 

In a nod to retro style, both the men’s and women’s First Teams will wear jerseys featuring only numbers on the back. Additionally, the jersey will be available exclusively in a long-sleeve version, including the ones worn by players on the pitch, and will not feature any sponsor logos aside from the PUMA logo on the left shoulder, further enhancing its vintage appeal.

Marco Mueller, PUMA’s Senior Director of Product Line Management Teamsport, added: “The 125th Anniversary kit is not only a celebration of AC Milan’s past but also a tribute to the unwavering passion of its fans. We’re honored to have worked with the Rossoneri faithful to create something that’s not only a piece of football history but also designed for performance and pride.”

Maikel Oettle, Chief Commercial Officer of AC Milan, commented: “This kit is more than just a jersey – it’s a testament to the bond between AC Milan and its fans and to the strong partnership between our Club and PUMA. To have our supporters play such a vital role in its creation underlines our commitment to placing them at the heart of everything we do. 

We would also like to extend our heartfelt gratitude to our jersey sponsors, Emirates and MSC, Banco BPM and TIM for waiving their right to be present on the AC Milan jersey for this game. Their gracious support of this initiative reflects their deep understanding of the importance of this milestone, and the Club truly appreciates and values this incredible gesture.”

The 125th Anniversary kit will make its on-pitch debut on 15th December when the men’s First Team take on Genoa, the pinnacle of the Club’s celebrations for its milestone, with fans witnessing the realization of their vision as their design comes to life at the San Siro. The women’s First Team will also showcase the special kit during the Derby against city rivals on 8th December at the PUMA House of Football, adding to the Club's historic celebrations.

To celebrate the launch of this Anniversary kit and share the moment with its global fanbase, AC Milan and PUMA have organized two fan-focused events at PUMA Flagship Stores in Dubai, UAE, and Shanghai, China. Reflecting the Club's international spirit, legend Roberto Donadoni will meet fans in Dubai on 8th December, while Honorary Vice President Franco Baresi will greet supporters in Shanghai on 11th December.

The Anniversary kit was officially unveiled yesterday in Milan during an exclusive event held at the Club’s Flagship Store in Via Dante, in the heart of Milan, during which AC Milan legends, VIPs, and media had the opportunity to see the jersey for the first time.

The AC Milan 125th Anniversary kit will be available on PUMA.com, AC Milan Official Stores, on store.milan.com, and select retailers worldwide from Thursday 5th December.

Equipped with clandestine colorways, the Mostro is painted with two woodland camouflage schemes, one with monochromatic black and white tones, the second adopting earthy green and brown hues. This edition of the Mostro is rounded out with premium suede on the Formstrip, adding a stylistic touch to the technical low-top.

This latest duo follows up on previous limited Mostro releases like the “Ecstasy” pack and archive-inspired pack.

First introduced to the world ahead of the turn of the millennium in 1999, the Mostro is named after the Italian word for monster, which evokes the shoe’s hybrid design that is

inspired by the sprinting spikes of the '60s and the beach-ready surfing shoes of the '80s. An unmistakable design that bridges old and new, past and present, the low-profile silhouette comes with a signature spiked sole and utilitarian strap closure.

The PUMA Mostro “Camo” pack is available starting December 7, 2024, on PUMA.com and from selected retailers.

PUMA designers brought feasibility, functionality, and reality to an AI-made concept built on performance models from the PUMA archive. With the Inhale as the archival observation, AI as artificial interpretation, and lastly the designer for human refinement, the Inverse was born.

Rebellious at its core with a progressive edge, the Inverse’s design is rooted in PUMA’s heritage but breaks new ground with features like a midsole cage and ProFoam cushioning. The silhouette makes its debut with a red mesh upper, complemented by dark amethyst and black accents.

Describing the process, Lead Product Line Manager at PUMA, Scottie Gurwitz revealed, “Inverse is a deep dive into a new design mindset. Our goal was to bridge the human experience with experimental technology. AI doesn’t abide by the same rules as human designers, and that can help us see things in new ways and be a good experimental tool for us as we move through the design process.”

PUMA’s Global VP of Creative Direction and Innovation Heiko Desens added, “In our design process, AI is very new in terms of our creative exploration and in terms of communicating ideas. At first there was a feeling of uncertainty about the impact of it to our community, but the fascination and new possibilities have taken over. I am stunned by the granular level of the output, and as creatives, we have a new precision tool to level up our design work”.

The creative campaign also employs the use of AI, supported by 3D and generative AI specialist Leilanni Todd of Floam World who depicts the innovative Inverse inside a world of elevated product imagery.

The PUMA Inverse launches on December 7, 2024, from PUMA.com, PUMA flagship stores, and selected retailers.

McLaughlin’s remade and restitched version of the Suede is utterly distinct. The collaboration’s patchwork concept means that each pair is different from the next, down to subtle color variations, handmade touches, and charming asymmetricalities. Inspired by McLaughlin’s playful and function-inspired design ethos, her unique Suede iteration comes with a detachable lace shroud that doubles as a wallet.

McLaughlin’s bricolage interpretation of the classic 1968 silhouette is created with 14% deadstock materials and 57% manufacturing leftovers on the upper, in keeping with the American creative’s eye for upcycled aesthetics and expertise in the world of upcycling.

The PUMA x Nicole McLaughlin Suede is available starting December 3, 2024, from selected PUMA retailers.

From November 27 to December 5, 2024, fans and collectors will have the exclusive opportunity to bid on a one-of-a-kind Jacket crafted from a Lewis Hamilton race-winning suit, as part of the PUMA x MAPF1 x RÆBURN collection. This extraordinary jacket embodies the collaboration's innovative spirit, combining motorsport heritage with upclycling design. 

All proceeds from the auction will go to a non-profit organization empowering young people to reshape their lives through street fashion and upcycling leftover fabrics. 

The PUMA x MAPF1 x RÆBURN collection, which launched in July 2024, represents a bold fusion of motorsport heritage, innovation, and contemporary design. Through RÆBURN’s pioneering approach to upcycling, race-worn suits from Mercedes-AMG PETRONAS Formula One Team drivers and mechanics were transformed into elevated fashion pieces. These include contributions from the seven-time World Champion Lewis Hamilton and George Russell, making this auctioned jacket an exceptional collector’s item and a true piece of motorsport history.

This auction is more than just an opportunity to own an exclusive piece of motorsport memorabilia; it’s a chance to be part of a movement. By supporting  a non profit organization, PUMA, Mercedes-AMG PETRONAS Formula One Team, and RÆBURN are making strides toward a brighter future, where fashion serves as a tool for social change and environmental consciousness.

Be part of this extraordinary initiative that champions youth empowerment, upcycling, and innovation. Mark your calendars for November 27th and secure your chance to own a true masterpiece.

For further details, visit https://bid.indy.auction/auctions/6745b8bb093dda9f21c7573f.

The drivers kicked off the event with an entrance into the store as they greeted fans and media outside. Exclusive media interactions followed, where Leclerc and Sainz shared insights on their journey with Scuderia Ferrari HP, as well as the inspiration behind the Desert Sun Collection. Fans and media were then invited to experience unique in-store elements, including the “48 Club” area and sim-racing activities inspired by Las Vegas.

The drivers led a customization session for the Desert Sun Collection at the PUMA x YOU station, creating personalized items featuring their driver numbers, symbols like “Leo” for Leclerc, and a chili pepper for Sainz. The customizations will remain available for fans throughout the week. Twenty lucky fans enjoyed a personal meet-and-greet, collecting autographs and photos in a memorable fan session.

The first 100 fans who purchased items from the Desert Sun Collection received a limited-edition Las Vegas-themed tote bag, co-branded to mark the occasion. 

The PUMA Speedcat will be available in classic “Red” and “Black” as well as a new “Pink Blush” version starting December 5, 2024, from PUMA.com, PUMA flagship stores, and selected PUMA stockists.