PUMA x Ahluwalia’s Collection Is A Love Letter to African Football Culture

PUMA reunites with Priya Ahluwalia for the second drop of their ongoing collaboration, turning to football culture across Africa as its starting point. Drawing on her Indian-Nigerian heritage, Ahluwalia brings a layered perspective to the collection, shaped by research into fan communities in places such as Morocco and Nigeria.

The result is a reworking of PUMA’s core silhouettes, including the V-S1 and the T7 tracksuit, updated with bold prints, textured fabrics and a saturated colour palette. The collection spans footwear, apparel and accessories, building on the reimagined Suede released in late 2025.

There is a clear emphasis on craft and material. Much of the range is produced using recycled fibres, with Ahluwalia working closely with PUMA’s development team to experiment with new fabrication techniques across both clothing and footwear.

Shot on location in Morocco, the campaign pairs still imagery with a short film that centres the everyday energy of football culture. Set against sun-bleached streets and local pitches, it frames the sport as a shared language, rooted in community, identity and expression.

PHOTO CREDIT: PUMA x Ahluwalia