The ever-burning question that sits atop the mind of any creative these days is this: Is artificial intelligence a friend or foe? For Antonio Nuño, CEO and co-founder of Someone Somewhere , AI is more than a friend. It’s a best friend. Without it, he may not have landed the once-in-a-lifetime partnership that most creators only dream of – designing the home and away jerseys for the Mexican National football team.
What’s more, the jerseys would be released during Copa America, football’s second most-coveted tournament after the FIFA World Cup. Using AI-generated imagery, Nuño and his design team came up with two prototype jerseys for the potential use of Mexico’s National football team. Each jersey showcased over 100 meters of colorful embroidery that would, in theory, be applied by female artisans based in Naupan, Puebla.
As soon as the team let the image of these jerseys loose on the internet, it went viral, hitting over 1 million views and reaching the far depths of the sports world. The next day, Adidas called. A call that’s surely any fashion designer’s dream come true.
Employees from Adidas Mexico didn’t just see the video, they saw the interest it generated. They wanted to collaborate on a special collection of jerseys to celebrate Mexico’s participation in Copa America In order to do so, Someone Somewhere invited several of its most talented embroiderers to participate in the project, including Cata and Cristina. Both ladies reside in Sierra Norte.
