PUMA and Ahluwalia Reunite for a Vibrant Love Letter To African Football Culture

PUMA and London designer Priya Ahluwalia have debuted their second collaborative capsule, a collection that translates the visual language of African football into high-performance sportswear. Arriving just ahead of the World Cup, the drop reworks archival PUMA silhouettes—most notably the V-S1 slip-on and the T7 tracksuit—through the lens of Ahluwalia’s Nigerian-Indian heritage. The pieces lean heavily on a pan-African color palette and custom graphics that mirror the grassroots energy of the continent’s pitch culture. This partnership represents a shift away from standard kit design toward a more nuanced, textile-focused approach to athletic wear. By utilizing recycled fibers and intricate patterns, Ahluwalia avoids the clichés of sports merchandising, instead offering a sophisticated nod to the cultural collectivism found in Lagos and beyond. It’s a rare instance where the heritage of a global sportswear giant feels genuinely recalibrated by an independent designer’s personal history. The collection is available now at the PUMA London flagship and online, with a global rollout at select stockists beginning April 22.