Cape Town, 20 April 2025 – PUMA and London-based designer Priya Ahluwalia introduce a new collection that weaves Ahluwalia’s Indian-Nigerian heritage with PUMA’s iconic sportswear DNA. The spirit of the partnership endeavours to capture the energy of Africa ahead of the World Cup, with accompanying visuals that showcase the unparalleled passion, everyday street style, and cultural collectivism shaped by football in the African continent.
For the second drop of the PUMA x Ahluwalia collaboration, Ahluwalia drew inspiration from the passion and creativity of football supporters across the continent. Looking at imagery of pitches and fan culture in places such as Morocco and Nigeria, she was struck by the nuances in how different communities express pride in their teams.
The research extended into the PUMA archives, where decades of football artefacts helped inform the reinterpretation of classic silhouettes across the collection. Rooted in the joy and collective spirit that football inspires, the collection celebrates the sport as a universal language that brings communities together across borders.
The collaboration reworks PUMA franchises like the V-S1 silhouette and the longstanding T7 tracksuit, finished with eye-catching all-over prints, distinctive fabrics, and a vibrant colour palette. Spanning footwear, apparel, and accessories, the new collaboration follows Ahluwalia’s reimagined Suede from late 2025.
Used across the track top and track pants, the collection’s all-over print abstractly evokes a stadium of cheering fans, rendered through custom PUMA x Ahluwalia graphics. A textured knit appears across the T7 top and skirt, referencing the signature green of the Nigerian flag with elevated embroidered logos. A graphic polo pairs oversized visual accents with a gradient colour scheme, creating a bold statement design.
The Micro Grip Bag and baseball cap complete the collection’s accessories. The Micro Grip bag carries over the signature wave pattern seen on the T7 Top and Skirt, nodding to PUMA’s Formstrip. The baseball cap arrives in a reserved black colourway, featuring a lightweight textured construction and a subtle Ahluwalia badge on the crown.
For footwear, the PUMA V-S1 appears in two versions: a vibrant pan-African palette of red, yellow, black, and green, alongside a more understated grey and black edition. The streamlined laceless silhouette draws from early 2000s football design, inspired by PUMA’s V1 family of boots, short for “velocity”, known for their radical and innovative construction.
The collection is produced largely using recycled fibres, reflecting a continued commitment to responsible material innovation. Working closely with PUMA’s development team, Ahluwalia explored new fabrication techniques and materials across both apparel and footwear.
Shot in Morocco and brought to life by photography and a narrative short film, the campaign is a love letter to African football. Lensing Morocco’s sun-bleached walls and sand-dusted streets, the film looks to the emotional heart of the sport, presenting football as something that unites us, and something that we all share.
PUMA x Ahluwalia will be available from 22 April 2026, at PUMA.com and PUMA Retail stores.
