PUMA joins forces once again with London-based designer Priya Ahluwalia to deliver a Spring/Summer offering rooted in identity, movement, and community. The latest chapter of their collaboration channels the spirit of African football culture—its energy, street-level expression, and deep sense of collective pride—framed as a visual and material tribute ahead of the global stage.
Drawing from her Indian-Nigerian heritage, Ahluwalia approached the project through research spanning fan culture in Morocco and Nigeria, observing how local nuances shape the way football is lived and expressed. This was paired with deep exploration of PUMA’s archive, where legacy designs informed a reworking of familiar silhouettes. The result is a collection that treats football not just as sport, but as a shared cultural language.
Key pieces include reinterpretations of the V-S1 sneaker and the iconic T7 tracksuit, both updated through bold all-over prints, textured materials, and a vivid palette. Accessories extend the narrative, with items like the Micro Grip Bag and a refined black cap carrying subtle design codes tied back to PUMA’s Formstrip identity.
Footwear stands at the center, with the V-S1 arriving in two distinct expressions—one in a vibrant Pan-African palette, the other in a muted grey-black execution. The laceless silhouette references early 2000s performance design, drawing from the velocity-driven ethos of PUMA’s V1 football boots.
Produced largely with recycled fibres, the collection also reflects a continued focus on material innovation, merging cultural storytelling with responsible design.
