PUMA and Usain Bolt Light Up Notting Hill Carnival
by Adriano Batista
The rhythm of Notting Hill Carnival is built on more than music. It is built on community, pride, and a shared heritage. This year, that rhythm had a new, powerful heartbeat: the partnership of PUMA and the world’s fastest man, Usain Bolt.
The energy began before the main event. PUMA revived its iconic PUMA Yard, transforming a White City warehouse into a cultural clubhouse. This space celebrated Caribbean style and connection, bringing together London’s most exciting creatives. British-Caribbean designer Sharkkana hosted a pop-up for her limited-edition Carnival tees. Sneaker customizer Latya led workshops, helping people transform PUMA gear into one-of-a-kind looks for the weekend. The soundtrack was provided by a high-energy lineup of the city’s top DJs, building momentum for the days to come.
For the first time, PUMA and Usain Bolt joined forces with two cornerstones of Carnival: the legendary King Tubby’s and Rampage sound systems. These institutions are respected for their deep commitment to the culture. On Sunday, the action kicked off at King Tubby’s stage with a lineup of reggae and dub legends. The celebrations continued Monday at the Rampage stage, with a genre-spanning mix of artists to keep the streets moving all day.
As Usain Bolt said, “Carnival has always been about more than music… it’s about pride, community, and celebrating where we come from.” This sentiment echoes PUMA’s long-standing presence at Europe’s largest street festival. Their commitment goes beyond celebration. This year, their partnership extends to the Jamaican Basic Schools Foundation UK, an organization dedicated to educational programs for children. PUMA will cover all costs for the foundation’s annual South London Fun Day and 10K run, with top finishers rewarded with the exclusive H-Street sneakers.
This move shows a belief in connection that goes deeper than sponsorship. It is about giving back to the communities that shape the culture. PUMA channeled the spirit of Carnival to mark the launch of the Jamaica-inspired H-Street sneaker. The limited-edition design honors PUMA’s legacy supporting the nation’s greatest athletes, bringing the worlds of sport, style, and community full circle.
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