PUMA and designer based in London Priya Ahluwalia present the latest chapter of their collaboration, shaped by a shared focus on sports and cultural reference. The collection draws on Ahluwalia’s Indonesian background and PUMA’s established sportswear codes, shaping a direction that takes a close look at football culture across the African continent.
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For this second drop, Ahluwalia developed the collection through research in soccer supporters and everyday environments. He studied images of stadiums and fan communities in places like Morocco and Nigeria, noting how different teams express pride through clothing, gestures and collective presence. This research extended into PUMA’s archive, where historic football artifacts informed the reinterpretation of familiar silhouettes.
The collection revisits PUMA staples including V-S1 silhouette and the long T7 track suit. These forms appear with updated treatments, including all-over prints, new fabric options and a color palette based on saturated tones. The range covers footwear, apparel and accessories, which follow Ahluwalia’s reinterpretation of the Suede model released in late 2025.
Throughout the apparel, the collection introduces graphic elements that reference stadium environments. The t-shirt and tracksuit bottoms feature an all-over print that translates the visual density of the cheering crowd into abstract form via custom PUMA x Ahluwalia graphics. A textured knit appears on the T7 top and skirt, drawing from the green of the Nigerian flag, paired with embroidered logos. A graphic pole uses oversized visuals and a gradient color transition to define its surface.
Accessories extend the same visual direction. The Micro Grip bag incorporates a wave pattern that ties in with the T7 pieces, referencing PUMA’s Formstrip. A baseball cap completes the offering in black, with a lightly embossed construction and a distinctive Ahluwalia badge placed on the crown.
Footwear presents two versions of the V-S1. One uses a pan-African palette of red, yellow, black and green, while the second takes a more pared down approach in gray and black. The laceless silhouette is based on the football design of the early 2000s, harkening back to PUMA’s V1 boot family, where the concept of ‘speed’ informed the construction and form.
The material choices throughout the collection are heavily based on recycled fibers. Ahluwalia worked closely with PUMA’s development team to explore updated construction techniques and material applications in both apparel and footwear.
The campaign, shot in Morocco, includes photography and a narrative short film. On sun-drenched walls and sand-covered streets, the graphics focus on football as a shared cultural practice, shaped by collective experience and everyday expression.
THE PUMA x Ahluwalia The collection will be available from 21 April 2026 at the PUMA London Flagship Store and via Ahluwalia.world, followed by selected PUMA stockists on 22 April.
