Global sportswear brand PUMA has teamed up once again with London-based designer Priya Ahluwalia to launch a new collection inspired by the spirit, style and community of African football culture.
The latest PUMA x Ahluwalia drop explores how football connects communities across the continent, drawing from the energy found in stadiums, local pitches and everyday street style. Ahluwalia, who is known for weaving her Indian-Nigerian heritage into contemporary fashion, looked to football fan culture in countries such as Morocco and Nigeria while developing the collection.
The range also taps into PUMA’s football archives, reworking classic pieces such as the T7 tracksuit and the V-S1 sneaker. Bold prints, textured knits and bright colours inspired by African identity and pride feature throughout the apparel, footwear and accessories line.
One of the standout themes in the collection is the idea of football as a universal language, something that brings people together regardless of borders or background. Campaign visuals, shot in Morocco, highlight this message through imagery of neighbourhood streets, sunlit walls and the everyday spaces where football culture thrives.
The footwear offering includes two versions of the V-S1 silhouette, one in bold Pan-African colours and another in a more muted grey and black design. Accessories such as a micro grip bag and baseball cap round out the release.
The collection has also been produced largely using recycled fibres, reflecting a growing focus on sustainability and responsible design in the fashion industry.
PUMA x Ahluwalia became available from 22 April 2026 through PUMA’s online store and selected retail outlets.
