Fanatics & Manchester City maximise sales from Metail partnership.
In March 2018, although confident Manchester City were going to win the Premiership, superstitious management would not allow players to be photographed in the bespoke winning merchandise beforehand.
Fanatics turned to Metail for help. In less than one hour Metail photographed Sane, Ederson and Adarabioyo wearing just base layers at the club. The Fanatics’ ManCity merchandise was photographed separately on mannequins in a studio. Metail’s AI powered image processing was utilised to combine both photographs.
Although City won the title on a day when they were not playing, Metail’s Composed Photographs allowed fans to see images of their heroes wearing the league winning merchandise on social media and in the online store in less than an hour of winning the title.