Usain Bolt, King Tubby’s, Rampage and WSTRN lead the brand’s cultural takeover.
This year, PUMA steps into the heart of Notting Hill Carnival as the official sponsor, uniting music, culture, and sport with a vibrant programme across London. The iconic sporting brand revives the legendary PUMA Yard, launches a limited-edition H-Street sneaker, and partners with two of Carnival’s most iconic sound systems, King Tubby’s and Rampage.
Kicking off on Friday the 22nd August, White City Warehouse will transform into PUMA Yard, an immersive cultural clubhouse celebrating Caribbean heritage and community. The space will spotlight British-Caribbean designer Sharkkana, known for her cult Carnival tees, alongside sneaker artist Latya, who will host workshops turning tees and sneakers into one-of-a-kind Carnival pieces. The night peaks with a live performance from WSTRN, following sets by some of London’s most in-demand DJs.
Across the weekend, PUMA and Usain Bolt will take over King Tubby’s and Rampage, two cornerstones of Carnival’s sound system legacy. Sunday brings a reggae and dub line-up at King Tubby’s, while Monday sees Rampage electrify the streets with a cross-genre mix of heavy hitters. Together, the takeover underscores PUMA’s deep ties to Jamaican culture and its ongoing influence on global music and style.
In the meantime, check out snippets of what to expect from the limited-edition H-Street sneaker below.
PHOTO CREDIT: PUMA
