PUMA and London-based designer Priya Ahluwalia have introduced a new collection that weaves Ahluwalia’s Indian-Nigerian heritage with PUMA’s sportswear DNA. The partnership aims to capture the energy of Africa ahead of the World Cup, with visuals that showcase the passion, everyday street style, and cultural collectivism shaped by football across the continent.

For the second drop of their collaboration, Ahluwalia drew inspiration from the passion and creativity of football supporters in Africa. She looked at images of pitches and fan culture in places like Morocco and Nigeria, and she was struck by the small differences in how various communities express pride in their teams. Her research also went into the PUMA archives, where decades of football artifacts helped inform the reinterpretation of classic silhouettes. The collection is rooted in the joy and collective spirit that football inspires, celebrating 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. These pieces come with eye-catching all-over prints, distinctive fabrics, and a vibrant color palette. The collection spans footwear, apparel, and accessories, following Ahluwalia’s reimagined Suede from late 2025. The accessories include the Micro Grip Bag and a baseball cap. The bag carries over the signature wave pattern seen on the T7 top and skirt, nodding to PUMA’s Formstrip. The baseball cap comes in a reserved black colorway with a lightweight textured construction and a subtle Ahluwalia badge on the crown.

For footwear, the PUMA V-S1 appears in two versions. One uses a vibrant pan-African palette of red, yellow, black, and green. The other is 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. “V1” stands for “velocity,” and the boots were known for their radical and innovative construction.

The collection is produced largely using recycled fibres, reflecting a continued commitment to responsible material innovation. Ahluwalia worked closely with PUMA’s development team to explore new fabrication techniques and materials across both apparel and footwear.

Check out the campaign images below:

PUMA x Ahluwalia is available at the PUMA London Flagship Store, on Ahluwalia.world and selected PUMA stockists.