Puma Unveils First Collaboration With Ahluwalia Reimagining The Iconic Suede

Creative Director Priya Ahluwalia’s research for the collaboration began with an exploration of photography and books about sport from the Global South. The resulting trainer features dynamic curves and a subtle ombre gradient metallic-effect midsole. 

A monotone black and silver palette gives the silhouette universal appeal, while the TPU Formstrip and mudguard overlays add a modern, functionalist edge. Co-branding appears on the shoe’s tongue and Suede tab, and the collaboration arrives in custom packaging. A friends-and-family version is also available in a triple-white execution.

“The Suede has meant so much to so many cultures over the decades, from Hip-Hop to skateboarding to streetwear. 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,” says Creative Director, Priya Ahluwalia. 

Supporting the collaborative PUMA Suede, the campaign shines a light on the silver linings in our day-to-day lives, told through a series of character-driven short films that celebrate real people and real moments.

As part of the broader partnership, Ahluwalia and PUMA have also launched a mentorship initiative to support the next generation of creative talent. Open to filmmakers, fashion designers, and multidisciplinary storytellers aged 18–25, the program offers participants the chance to gain expert guidance, industry insights, and increased visibility within the creative sector.

The PUMA Suede by Ahluwalia will debut in a pre-release on October 1 through Ahluwalia.world, ahead of a global launch on October 4, 2025, at select PUMA retailers.