PUMA Unveils First Collaboration With Ahluwalia, Reimagining the Iconic Suede

Behind the most legendary statement shoes lies an iconic collaboration - one driven by concept, creativity, and purpose. Now, PUMA unveils its first-ever creative partnership with London-based designer Priya Ahluwalia. 

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Brought to life by one of the world’s pioneering sports brands, the well known Suede has left a trail of influence since its original inception in 1968. For this collaboration, Creative Director Priya Ahluwalia draws on its immortalised print in the Hip-Hop, streetwear, and skateboarding circles, combining it with her own history. Inspired by her vibrant Indian-Nigerian heritage and urban London roots, the designer’s nostalgic sensibilities pave the way for a reimagined version of the trainer. 

Dynamic curves, a soft ombré metallic midsole, and sleek TPU overlays come together to form a shoe that feels both modern and reverential - an ode to sport from the Global South, as seen through Priya’s exploration of photography and literature. Meanwhile, its defining monochrome black and silver palette adds a universal appeal to the silhouette, echoing the campaign’s focus on silver linings found in everyday life. This sense of thoughtful design goes beyond the shoe itself - new owners can enjoy custom packaging, with a friends-and-family edition available in a unique triple-white colourway.

Having grown up with the classic PUMA Suede, and now able to reimagine it through her own lens, Priya Ahluwalia reflects the power of past and present, mirroring the intertwined African and Asian diasporas that inform her designs. 

The style innovator states, “For my first trainer collaboration, I wanted to honour that history while infusing it with Ahluwalia’s design language, exploring texture, function, and detail in a way that feels both familiar and completely new.” 

As part of the broader partnership, Ahluwalia and PUMA have also launched an exciting mentorship program to support the future of creative talent. The initiative gives visionaries aged 18-25 the chance to gain industry insights and make their mark in the sector. 

A timeless style staple, the Suede now takes on a new form - inviting us to wonder where its next footsteps will lead.

Following its exclusive pre-release at Ahluwalia.world on October 1st, the PUMA Suede by Ahluwalia has made global waves, stepping into the international scene - now available at select PUMA retailers.