Design the shirt your crew would actually wear.
Bring your business, team, school, shop, or job site into Concept Studio AI. Generate a concept, then enter it. Excel Sportswear's Brand Experts and in-house artists review every entry — and rebuild the standouts as real, print-ready artwork.
Each winner gets a dozen shirts printed from their concept after our in-house artists refine and rebuild the artwork for production.
Why it's worth entering.
Three winners each receive twelve shirts printed from a refined version of their winning concept.
Excel's in-house artists rebuild the winning concepts as real, print-ready artwork — not AI output.
Every entry is reviewed by our Brand Experts, so you get real feedback on your idea either way.
Free to enter · No purchase necessary · Free account required · Up to 3 entries per person · Entries close September 11, 2026 · Official Rules
Four steps, about five minutes.
Organization, industry, purpose, and the feeling you want on the shirt.
Your logo, your truck, your building, your mascot, your equipment.
AI drafts a screen-print style direction you can react to.
Create a free account, accept the rules, and submit your favorite concept.
The best entries are specific.
The AI can only work with what you give it. Five things move a concept from generic to unmistakably yours.
Name, trade, region, and the people who'll wear it.
Crew shirts, fundraiser, tournament, retail merch, giveaway.
Your rig, your building, your mascot, your equipment, your slogan.
Upload the actual logo and photos — not lookalikes.
Vintage and worn-in, bold and industrial, clean and modern.
"Cool shirt design for my company. Make it look good."
Nothing to hold onto — no subject, no story, no identity. You get something generic.
"Hall's Cycles, a family motorcycle shop in central PA since 1994. Crew shirts for our summer bike nights. Feature the 1972 Triumph in the uploaded photo with our shop logo above it. Worn-in vintage badge feel, cream and rust on a black tee, bold outlines, three inks max, and the words RIDE LOCAL."
Subject, story, references, palette, and feeling. That's an entry worth judging.
AI starts the concept. Excel artists finish the design.
Everything you generate here is a starting point — a fast way to see a direction. Nothing leaves our shop until a real artist has rebuilt it: clean shapes, correct colors, print-ready separations, and details that survive a press run. Winning and finalist concepts get that treatment, and we'll share the whole story from concept to printed shirt.