Southampton FC’s 2025/26 kit launch reimagined the club’s visual heritage through an innovative use of AI within the creative production process. Delivered across three distinct campaigns under the unified ‘Past Made Present’ platform, each kit drew inspiration from a different decade in the club’s history. Launching three kits from separate eras would traditionally require extensive set builds, multiple locations and significant production time. Instead, the club adopted an AI-led approach, using AI to create and adapt 1970s, 1990s and 2000s inspired environments at scale, reducing production time and cost while expanding creative possibility. Original photography was combined with AI-generated scenes to create striking, era-specific worlds, grounded through typography lifted from Southampton FC matchday programmes from each kit’s original season. The campaign rolled out in structured phases across integrated channels, delivering three high-impact launches in half the time. By embedding AI as a strategic enabler, the campaign exceeded engagement targets overall.