PUMA and London-based designer Priya Ahluwalia introduce the latest chapter of their collaboration, shaped by a shared focus on sport and cultural reference. The collection draws from Ahluwalia’s Indian-Nigerian background and PUMA’s established sportswear codes, forming a direction that looks closely at football culture across the African continent.
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For this second drop, Ahluwalia developed the collection through research into football supporters and everyday environments. She studied imagery of pitches and fan communities in locations including Morocco and Nigeria, observing how different groups express pride through clothing, gesture, and collective presence. This research extended into PUMA’s archive, where historical football artefacts informed the reinterpretation of familiar silhouettes.
The collection revisits key PUMA pieces, including the V-S1 silhouette and the long-running T7 tracksuit. These forms appear with updated treatments, including all-over prints, new fabric choices, and a color palette built around saturated tones. The range covers footwear, apparel, and accessories, following Ahluwalia’s reinterpretation of the Suede model released in late 2025.
Across apparel, the collection introduces graphic elements that reference stadium environments. The track top and track pants feature an all-over print that translates the visual density of cheering crowds into abstract form through 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 polo uses oversized visual elements and a gradient color transition to define its surface.
Accessories extend the same visual direction. The Micro Grip Bag incorporates a wave pattern connected to the T7 pieces, referencing PUMA’s Formstrip. A baseball cap completes the offering in a black colorway, with a lightweight textured build and a subtle Ahluwalia badge placed on the crown.
Footwear introduces two versions of the V-S1. One uses a pan-African palette of red, yellow, black, and green, while the second takes a more reduced approach in grey and black. The laceless silhouette draws from early 2000s football design, referencing PUMA’s V1 family of boots, where the concept of “velocity” informed construction and form.
Material choices across the collection rely largely on recycled fibres. Ahluwalia worked closely with PUMA’s development team to explore updated fabrication techniques and material applications across both apparel and footwear.
The campaign, shot in Morocco, includes photography and a narrative short film. Set against sun-bleached walls and sand-covered streets, the visuals focus on football as a shared cultural practice, shaped by collective experience and everyday expression.
The PUMA x Ahluwalia collection will be available from April 21, 2026, at the PUMA London Flagship Store and through Ahluwalia.world, followed by selected PUMA stockists on April 22.
