Ahead of this summer’s World Cup, Puma is back with a new collection in collaboration with London-based designer Priya Ahluwalia.
The second collection between the two brands is centered around the Puma V-S1 sneaker, which appears in two versions. Available in a vibrant pan-African palette of red, yellow, black and green, alongside a more understated gray and black edition, the sneaker is a streamlined laceless silhouette that draws from early 2000s football design.
Aside from shoes, the collection features apparel items like a track top and pants that showcase an allover print that abstractly references a stadium of cheering fans as well as a textured knit T7 top and skirt that uses the signature green of the Nigerian flag. There’s also the Micro Grip bag, which carries over the signature wave pattern seen on the T7 top and skirt, and a baseball cap.
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For Ahluwalia, the collection draws from her Indian-Nigerian heritage as well as the passion and creativity of football supporters across Africa. Looking at imagery of pitches and fan culture in places such as Morocco and Nigeria, the designer was “struck by the nuances” in how different communities express pride in their teams. She dove into the Puma archives to look through decades of football artifacts to help inform the reinterpretation of classic silhouettes across the collection.
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In fact, researching the Puma archive was a highlight for the designer. “Puma’s got a really interesting archive, which was sort of the main thing that sold me on doing this collection,” Ahluwalia told FN in an interview. “Going to Germany to do the research was one of my favorite parts of this project. Plus, the company is also one that has been culturally relevant in spaces that I exist in for decades, so I was excited to do this with the team.”
As for how collaborations like this one fit into the overall Ahluwalia brand identity, the designer noted that they provide opportunities to try new silhouettes. “This was a great chance to do something that feels very sporty,” she noted. “Also, we don’t have any trainers in our main collection, so having the opportunity to work on a new shoe category was really exciting. And working with a brand like Puma also allows me to learn about different categories and to really find out what’s possible with footwear design.”
Ahluwalia’s partnership with Puma began in September 2024, when the designer featured the brand’s Speedcat sneaker on the runways during London Fashion Week.
The partnership evolved into a full-on collaboration in October 2025 with the release of the Puma Suede by Ahluwalia. At the time of the Suede’s release, Ahluwalia and Puma announced the launch of a mentorship initiative to support the next generation of creative talent. Open to filmmakers, fashion designers, and multidisciplinary storytellers aged 18 to 25, the program offers participants the chance to gain expert guidance, industry insights and increased visibility within the creative sector.
The second Puma x Ahluwalia collection is available exclusively at the Puma London flagship, on Ahluwalia.world and at select Puma retail partners.