Ivan Dashkov, Head of Emerging Marketing Tech at Puma, shares insights on how the brand embraces cutting-edge technologies. He discusses Puma's innovative use of generative AI, allowing fans to design Manchester City kits. Dashkov reflects on his time at the NBA and the parallels with today’s AI landscape. The conversation highlights Puma's proactive approach to Web3, AR, and creating personalized sports gear, emphasizing engagement with youth culture and the importance of metrics in evaluating new marketing initiatives.