PUMA has unveiled the third Manchester City jersey for the upcoming 2022/23 season. This was a unique launch in many ways, as the jersey was launched in conjunction with the Metaverse for the first time.
A nod to Manchester-made street art, the new third Manchester City jersey features a hooped design inspired by the Manchester worker bee, a symbol of the Mancunian character that adorns, among other things, the coat of arms inherited by the city in 1842 as well as murals, city bollards and even on the city’s trash cans in 2014. For the finishing touch, the hoops are covered in a special spray paint effect that pays homage to the creativity and art synonymous with Manchester.
And, for the first time, PUMA and Manchester City have launched their new tunic on Roblox, the free-to-play video game, giving players the opportunity to explore and interact with the new kit. The two partners are offering a “reskin” of Manchester City in the current PUMA and Land of Games lobby and stadium in the colors of the new jersey. And, for a limited time, the experience will also feature Manchester City’s Home and Third jerseys, new community-created merchandise, new experience items, apparel as well as activity updates. In addition, as part of the launch, a portal will be opened to link with Man City’s Blue Moon experience on Roblox, giving visitors the opportunity to win a free item by visiting both experiences.
Additionally, during the first two weeks of launch, users who participate and win Football Rush in PUMA and the Land of Games will be able to redeem a free digital Manchester City jersey. All other visitors will have the opportunity to purchase the new Manchester City digital jersey in the PUMA Store on Roblox at this link.
“We are excited to continue to evolve our experience within Roblox with our PUMA and the Land of Games,” said Ivan Dashkov, Creative Culture Director at PUMA, “We couldn’t think of a better partner than Manchester City for this jersey launch, as we continue to push the envelope by doing something different and innovative. As we continue to test and learn in the Web3 space, we look forward to leveraging Roblox as a platform to connect with fans of all ages.“
“Manchester City has seen many launches throughout the club’s history – including two of the most successful releases in recent months with the Home and Away 2022/23 jerseys,” said Serena Gosling, Director of Retail and Licensing, City Football Group. “For us, it’s exciting to be able to collaborate with PUMA and announce today the launch of our first outfit in the metaverse. As a club, we are continually exploring new ways to innovate, collaborate and use the latest technology to engage with our entire fan base, especially the younger audience that represents the next generation of fans.”
At the same time, PUMA will host a YouTube tournament in Football Rush that will include approximately ten participants divided into two. The tournament will take place following the jersey launch. Winners of the tournament will receive $10,000 to use on Roblox.
The new third Manchester City 2022/23 jersey is available today in two versions: Authentic and Replica, at PUMA stores, PUMA .com, the City Store at the Etihad Stadium, mancity.com/shop, the PUMA Store and Land of Games on Roblox at this link and select retailers around the world.