Leaked Football JersAIs - Puma

In South American football, jersey launches rarely stay secret. 9 out of 10 major club jerseys are leaked before their official reveal, and some are even reproduced and sold by counterfeiters before being announced.

So, to protect the launch of PUMA and Universidad Católica’s new jersey, we didn’t try to stop the leaks. We created more of them.

Using AI, we created multiple believable fake versions of the new jersey and leaked them to fans, media outlets, leak accounts and content creators. Suddenly, everyone thought they had the exclusive, but no one knew which jersey was real — not even counterfeiters, who began producing designs that would never actually exist.

By making leaks impossible to trust, we protected the only jersey that mattered until its official reveal: a new kit inspired by the energy of Universidad Católica’s fans.