Future+ Fridays | Issue42

1. Puma and Manchester City revolutionise fan engagement with AI kit design platform

What's happening: PUMA and Manchester City have launched an AI-driven platform inviting fans to design the club’s official third kit for the 2026/2027 season, with the winning design set to debut on players and in stores worldwide.

TLDR:

• PUMA’s AI Kit Creator allows fans to design using text prompts, customisation tools, and sliders.

• For its platform, Puma partnered with the AI studio DEEPOBJECTS.ai, founded by the creative agency FTR, which has collaborated with Puma on previous projects including the brand’s runway shows in recent years, and introduced its own AI platform for sneaker design.

• Fans receive 15 design credits and two entries upon sign-up, with opportunities to earn more. They have the ability for more if registered as Cityzens or PUMA NFT Holders.

• Submission deadline is December 20, 2024, with expert shortlisting afterwards, followed by public voting for the top 10 designs beginning in January.

• The winning design will be Manchester City’s third kit for the 2026/2027 season.

• The initiative democratises kit design, enabling fans to leave a cultural mark on their favourite team and feel closer to it.

Why it matters: This initiative is a game-changer at the intersection of sports, fashion, and technology. By leveraging AI through DEEPOBJECTS.ai, PUMA is reimagining fan engagement, giving supporters not just a voice but a tangible impact on their favourite club's identity, offering a sense of ownership and cultural significance. AI-driven tools like this also signal a shift in how creativity is democratised, breaking down traditional barriers between brands and consumers. It showcases the potential of AI to empower individuals, turning fans into co-creators and making club merchandise more meaningful than ever.

2. Sora Turbo launches but skips the EU and UK

What's happening: OpenAI has launched Sora Turbo, an AI-powered tool that allows users to create and edit short video clips using text or image prompts. The tool, designed to simplify video production with creative AI assistance, is now live in several countries.

TLDR:

• Sora Turbo, which was first announced earlier this year, generates 5–20 second video clips from text or image prompts in multiple aspect ratios and resolutions.

• Features include a storyboard interface for sequencing clips, a remix tool for editing existing videos, and a blend tool to merge two videos into one

• Requirements usage is credit-based, with costs depending on resolution (up to 1080p) and clip duration.

• It is currently live in several countries, but currently unavailable in the EU, CH and UK, likely due to the complex regulatory and data privacy requirements in these regions, which necessitate additional compliance measures and therefore delayed the launch in those regions.

• This is currently the first version, that offers limitations so not yet polished.

Why it matters: The launch of Sora Turbo reflects the growing adoption of generative AI in creative fields. By offering intuitive tools like storyboard sequencing and advanced editing capabilities, it democratises video creation, empowering users to experiment with dynamic formats and high-quality visuals. However, the absence of Sora Turbo in the EU, CH, and UK highlights a persistent challenge in the tech industry: the tension between rapid AI advancements and the complexities of regulatory compliance. These delays serve as a reminder that while innovation moves quickly, adherence to local laws—especially regarding data privacy and AI ethics—remains a significant problem. Yet, for users in regions where it is currently available, Sora Turbo opens the door to creative experimentation.

3. e.l.f. Beauty unveils virtual Luxe Lounge: a new era for loyalty programs

What's happening: e.l.f. Beauty has launched the Virtual Luxe Lounge, a 3D virtual shopping experience exclusively for its Beauty Squad loyalty program members in the US and UK.

TLDR:

• e.l.f. Beauty partnered with Obsess, an AI-Powered Interactive 3D Solutions for Web, Roblox and Gaming Platforms, to create the Virtual Luxe Lounge.

• Inspired by a speakeasy, this is the brand’s first integration of a loyalty program into a fully virtual shopping space.

• Beauty Squad members gain early access to new products, exclusive discounts, and a more interactive brand experience.

• The lounge will expand with themed rooms to showcase new product launches.

• This builds on e.l.f.'s previous virtual world experiments, including the Roblox activation e.l.f Up!, built by Supersocial, designed to teach financial literacy and entrepreneurial skills to the online platform’s young user base and which also hosted a virtual kiosk for users (aged up and above) to purchase an exclusive Roblox physical product.

• This initiative marks a move to reward and engage loyal customers in a cutting-edge virtual environment.

Why it matters: There is a growing trend of blending loyalty programs with immersive digital experiences, catering to tech-savvy consumers seeking more personalised perks. By pioneering a 3D virtual shopping space for loyalty members, e.l.f. Beauty is enhancing customer engagement while setting a benchmark for innovation in the cosmetics industry. This move strengthens customer retention but also showcases how brands can creatively integrate technology to stay ahead in the evolving e-commerce landscape.

4. Versace’s ‘Tag’ bag goes digital across Zepeto, Snapchat, and Drest

@versace

Versace in Zepeto Play the game to get outfits, charms and the Versace Tag bag #VersaceTag #Versace #Zepeto @zepeto.official.tt

What's happening: Versace’s latest creation, the “Tag” bag, is making waves both on the runway and in the digital world. The luxury brand has expanded its reach by integrating the bag into virtual platforms Zepeto, Snapchat, and Drest.

TLDR:

• Versace’s “Tag” bag debuted on November 12, blending luxury and playfulness with buttery nappa leather, customisable charms, and vibrant colour options.

• The “Tag” is available in six colours: Porcelain White, Peridot, English Rose, Whiskey Brown, Pale Yellow, and Tonal Black with each bag including rich linings and customisable Medusa-themed charms.

• On Zepeto, users can accessorise avatars with exclusive digital colour-ways and animated features.

• On Snapchat, the bag is available for Bitmoji, along with matching Versace slippers and bathrobes for the holiday season.

• On Drest, the bag features in an interactive game offering challenges, rewards, and a chance to win the real-life “Tag.”

• This is not the first experience for Versace in the metaverse - who launched its last experience in Fortnite.

Why it matters: Versace’s embrace of digital platforms with the “Tag” bag signals how luxury fashion is evolving to meet the needs of younger, tech-savvy audiences. By integrating into immersive virtual environments like Zepeto, Snapchat, and Drest, the brand bridges the gap between physical and digital experiences, blending interactivity with exclusivity. This approach underscores the rise of digital fashion as a space for innovation, the increasing importance of mobile gaming as a marketing channel for high-end products, and the potential of augmented reality to create immersive, engaging showcases for luxury goods. These strategies enhance user experiences but also ensure Versace remains at the forefront of high-fashion engagement in a rapidly changing digital landscape.

5. Company Spotlight: Tagwalk launches AI trend prediction dashboard

What's happening: Paris-based Tagwalk, a fashion search engine founded in 2016 to become the Google for Fashion, by Alexandra van Houtte, has launched an AI-powered trend prediction dashboard. The platform utilises its extensive database of fashion images and user search histories to provide real-time insights into emerging trends.

TLDR:

• Tagwalk hosts over 410,000 tagged images from more than 1,300 brands, allowing keyword searches of shows, designers, accessories, and trends.

• The AI dashboard categorises insights into colours, materials, themes, styling, and beauty, automatically identifying trends based on performance data.

• It analyses search histories of 300,000 fashion professionals, delivering actionable predictions without human intervention.

• Brands like Adidas use the tool for real-time analytics to refine strategies, understand client behaviour, and improve product planning.

• Industry implications include transformative opportunities for fashion technology, better retail merchandising strategies, and more targeted digital marketing. Designers can shape collections, merchandisers can curate assortments, and social media managers can align content with consumer interests.

• Advanced features like the dashboard and keyword searches are now behind a paywall, aligning with Tagwalk’s SaaS model.

Why it matters: Tagwalk’s AI-powered dashboard offers a game-changing solution for the fashion industry, combining cutting-edge technology with extensive user data to predict trends more effectively than traditional methods. This innovation could help brands optimise product development, reduce waste from overproduction, and stay competitive in a fast-changing market. By transitioning to a SaaS model, Tagwalk positions itself as an indispensable tool for fashion professionals navigating the complexities of consumer demand.