PUMA x Ahluwalia Collection 2026 | A Love Letter to African Football Culture
PUMA x Ahluwalia Collection 2026
Cape Town, 20 April 2025 – PUMA and London-based designer Priya Ahluwalia introduce a new collection that weaves Ahluwalia’s Indian-Nigerian heritage with PUMA‘s iconic sportswear DNA. The spirit of the partnership endeavours to capture the energy of Africa ahead of the World Cup, with accompanying visuals that showcase the unparalleled passion, everyday street style, and cultural collectivism shaped by football in the African continent.
Inspired by African Football Supporters
For the second drop of the PUMA x Ahluwalia collaboration, Ahluwalia drew inspiration from the passion and creativity of football supporters across the continent. Looking at imagery of pitches and fan culture in places such as Morocco and Nigeria, she was struck by the nuances in how different communities express pride in their teams.
The research extended into the PUMA archives, where decades of football artefacts helped inform the reinterpretation of classic silhouettes across the collection. Rooted in the joy and collective spirit that football inspires, the collection celebrates the sport as a universal language that brings communities together across borders.
Reimagined Classics: V-S1 & T7 Tracksuit
The collaboration reworks PUMA franchises like the V-S1 silhouette and the longstanding T7 tracksuit, finished with eye-catching all-over prints, distinctive fabrics, and a vibrant colour palette. Spanning footwear, apparel, and accessories, the new collaboration follows Ahluwalia’s reimagined Suede from late 2025.
Design Details: From Stadium to Street
Used across the track top and track pants, the collection’s all-over print abstractly evokes a stadium of cheering fans, rendered through custom PUMA x Ahluwalia graphics. A textured knit appears across the T7 top and skirt, referencing the signature green of the Nigerian flag with elevated embroidered logos. A graphic polo pairs oversized visual accents with a gradient colour scheme, creating a bold statement design.
Accessories: Micro Grip Bag & Baseball Cap
The Micro Grip Bag and baseball cap complete the collection’s accessories. The Micro Grip bag carries over the signature wave pattern seen on the T7 Top and Skirt, nodding to PUMA’s Formstrip. The baseball cap arrives in a reserved black colourway, featuring a lightweight textured construction and a subtle Ahluwalia badge on the crown.
Footwear: PUMA V-S1 Two Ways
For footwear, the PUMA V-S1 appears in two versions: a vibrant pan-African palette of red, yellow, black, and green, alongside 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, short for “velocity”, known for their radical and innovative construction.
Sustainable Innovation
The collection is produced largely using recycled fibres, reflecting a continued commitment to responsible material innovation. Working closely with PUMA’s development team, Ahluwalia explored new fabrication techniques and materials across both apparel and footwear.
Shot in Morocco: A Love Letter to African Football
Shot in Morocco and brought to life by photography and a narrative short film, the campaign is a love letter to African football. Lensing Morocco’s sun-bleached walls and sand-dusted streets, the film looks to the emotional heart of the sport, presenting football as something that unites us, and something that we all share.
Availability
PUMA x Ahluwalia will be available from 22 April 2026, at PUMA.com and PUMA Retail stores.
About PUMA
PUMA is one of the world’s leading sports brands, designing, developing, and selling footwear, apparel and accessories. Founded in 1948, PUMA helps the world’s best athletes and teams perform at their best with its innovative products. Known for its iconic cat logo and the Formstrip, the company offers performance products in categories such as Football, Running and Training. Its Sportstyle collections are rooted in sports and inspire consumers by celebrating sports culture. With its long history and strong heritage, PUMA is proud of having one of the strongest archives in the industry, with many iconic products such as the Suede and the Speedcat. The PUMA Group owns the brands PUMA, Cobra Golf and stichd. The company distributes its products in over 120 countries, employs more than 20,000 people and is headquartered in Herzogenaurach/Germany. For more information, please visit https://about.puma.com.
About AHLUWALIA
Founder and Creative Director, Priya Ahluwalia, launched her eponymous multi-award-winning label in 2018, after graduating from the MA Menswear course at the University of Westminster. The label combines elements from the designer’s dual Indian-Nigerian heritage and London roots and explores the potential of vintage and surplus clothing by giving existing materials new life through textile techniques.
Ahluwalia is informed by art, music, literature, and culture across the African and Asian diasporas to create an intersection between near and far, and past and present, making Ahluwalia both nostalgic and futuristic at the same time.
Ahluwalia is deemed as a pioneer in the fashion industry and is regularly featured in the press from all over the world, from the New York Times and i-D to Vogue and many more. Ahluwalia is available in renowned stores worldwide and on Ahluwalia.world.
@Ahluwalia | Ahluwalia.world
PUMA x Ahluwalia – A Love Letter to African Football Culture. Available 22 April 2026 at PUMA.com and PUMA Retail stores.
