The latest drop expands the collaboration with a focus on community, heritage, and performance-driven design ahead of the World Cup
Puma and London-based designer Priya Ahluwalia released the second drop of their ongoing collaboration, Puma x Ahluwalia, on April 21, 2026, with initial availability at the Puma London flagship store and Ahluwalia’s website, followed by a wider rollout through selected PUMA stockists on April 22.
The collection drew on Ahluwalia’s Indian-Nigerian heritage and research into football culture across Africa, with references to fan communities in countries including Morocco and Nigeria. The project combined these influences with archival material from Puma, reinterpreting established sportswear silhouettes through updated materials, graphics, and color treatments. The collaboration continued a partnership that began with a reworked Suede sneaker released in late 2025.
Key pieces included updated versions of Puma’s V-S1 footwear silhouette and the T7 tracksuit, both reimagined with all-over prints and textured fabrications. A recurring graphic motif across apparel referenced the visual density of stadium crowds, while knit elements incorporated color cues linked to the Nigerian flag. Additional items included a graphic polo, track sets, and accessories such as the Micro Grip Bag and a baseball cap, extending the collection across multiple product categories.
Footwear was offered in two variations of the V-S1, including a multicolored palette referencing pan-African colors and a monochrome version. The laceless design drew on early 2000s football boot construction from Puma’s V1 line, emphasizing streamlined performance aesthetics. Across the collection, recycled fibres were used in both apparel and footwear, reflecting ongoing development efforts around material innovation.
The campaign was produced in Morocco and featured both still imagery and a short film, positioning football as a shared cultural framework shaped by community and everyday expression. The release aligned with broader momentum around global football events, situating the collaboration within a wider conversation around sport, identity, and cross-cultural design.
