Football style is everywhere right now. Here’s what the latest PUMA x Ahluwalia release looks like.
With another FIFA Soccer World Cup on the horizon, football is starting to show up beyond the pitch again. Football shirts, tracksuits and sportswear are moving back into everyday wear, shaped as much by fan culture as by sport itself.
The latest collaboration between PUMA and London-based designer Priya Ahluwalia sits within that space.
For the second drop of the PUMA x Ahluwalia collaboration, Ahluwalia looks at football culture and team pride across parts of Africa, drawing from the passion and creativity of football supporters and imagery of local pitches and fan culture in countries like Morocco and Nigeria. The focus is less on the game itself and more on how it’s expressed, through dress, colour and collective identity.
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. The result is a collection that pulls from familiar football references without sticking too closely to traditional kit design.
Some of PUMA’s core silhouettes are reworked, including the T7 tracksuit and the V-S1 sneaker. The tracksuit appears in new fabrics and finishes, with an all-over print that loosely references the movement of a crowd. A textured knit set draws on the green of the Nigerian flag, while other pieces, like a graphic polo, lean into bold colour transitions.
Accessories stay simple. A small grip bag carries through some of the same pattern language, while a black cap keeps things more understated.
On the footwear side, the V-S1 returns in two versions. One uses a pan-African colour palette, of red, yellow, black, and green, alongside a more understated grey and black edition, while the other is more neutral. The shape itself nods to early 2000s football boots, with a streamlined, laceless design.
Across the collection, there’s also a continued focus on materials, with many of the pieces made using recycled fibres.
The campaign was shot in Morocco, using local streets and landscapes as a backdrop. It centres on football as a shared experience, something that exists as much in public space and everyday life as it does in stadiums.
As the 2026 FIFA World Cup approaches, we can expect to see more football-informed fashion releases in the months ahead, with brands continuing to draw from the sport’s visual language and cultural reach.
The PUMA x Ahluwalia collection will be available from 22 April at Puma.com and retail stores nationwide.
