Puma, a legacy brand, is not afraid to test out new technologies to stay on the cutting edge of innovation. From launching a Roblox experience to exploring NFTs and Web3 programs, Puma is diving into emerging technologies. Most recently, the brand introduced a generative AI tool that allows anyone to design a kit for Manchester City.
Leading the charge of these emerging technologies is Ivan Dashkov, Puma’s head of emerging marketing tech, who aims to keep the brand ahead of the curve. Dashkov’s background in social media has prepared him to navigate the new terrain of these technologies and to determine where to invest resources to find the next big thing.
One key initiative for Puma is the launch of a generative AI tool, the Puma AI Creator, which allows fans to design their favorite team’s kit on a scalable platform. The tool was inspired by the passion fans have for their team’s jerseys and the success of previous small-scale co-creation events.
Dashkov believes that emerging tech is the new social media, presenting brands with a new frontier to explore. Puma’s approach to evaluating new technologies involves ensuring that they are continuously innovating and not falling behind in the rapidly changing landscape. By staying ahead of the curve, Puma aims to be a leader in the industry and push the envelope with innovative initiatives like the Puma AI Creator.
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