First introduced over 50 years ago, the original PUMA King left an indisputable mark on the world of football. By 1999, the silhouette evolved into the King Indoor, an updated version that was quickly embraced by stylish youth in the early 2000s.

For their first collaboration with PUMA, Lack of Guidance brings the King Indoor back into focus, this time in a sleek, matte-black execution from laces to outsole. Crafted in smooth leather, the shoe stays true to its original form with stitched detailing and a sculpted silhouette, while the lace cover maintains a clean, understated look.

The release also includes a co-branded King football jersey for SS25, sponsored by Systemarosa and available exclusively at Lack of Guidance.

The PUMA x Lack of Guidance King Indoor and jersey drop on July 18, available exclusively at the Lack of Guidance store and online at lackofguidance.com. Starting July 19, 2025, the King Indoor will also be available at select retailers.

Channeling the Smurf aesthetic, the collection includes playful blue polka dot stitched sweats, cozy oversized knits featuring Smurfette’s mushroom home, and Rihanna’s classic Avanti in a new denim colorway for both adults and kids to enjoy.

The new FENTY x PUMA collection drops on June 27th at 10am EST worldwide at PUMA.com, PUMA flagship stores and select global retailers.

Bold silhouettes inspired by the world’s favorite sport are taking over the streets. Starting the lineup, PUMA’s new V-S1 is a low-profile, future-forward design pulled straight from the pitch and reworked for the city.

The recently introduced silhouette is one of PUMA’s formidable and most authentic expressions of football DNA, remade for the lifestyle space. The V-S1’s pitch-inspired look borrows and interprets visual elements from two 2000s-era performance designs: the V1.06, and V1.08. Defining the silhouette is its low-profile shape, asymmetrical lacing, and unmistakable performance accents like its structural heel cage.

The V-S1 launches in two championship colorways: a distinct Gold makeup, paired with a clean White-Silver rendition.

As streetwear continues to pull from the energy of the beautiful game, as well as local-minded style codes that intertwine street style with community, PUMA designs like the V-S1 become more than sneakers, but symbols of new movements and emerging identities.

The new PUMA V-S1 is available starting July 12, 2025, from PUMA.com and selected PUMA stockists.

About the PUMA V-Series

In the 2000s, PUMA’s V-series of football boots evolved performance design in leaps and bounds. Short for “velocity,” the V1 helped establish a new category of ultra-light boots that let players move faster. This innovation was in part thanks to Schoeller ConTec, a tough, paper-thin fabric just 0.4mm thick. Borrowing from motorsports, PUMA then added carbon fiber sole plates, creating a new standard for lightweight design. On the back of additional PUMA footwear designs that are entrenched in the terrace footwear trend, plus throwback silhouettes like the Avanti and King Indoor, the time was right for PUMA to reintroduce the V-series to return to the spotlight, in an entirely new way.

Inspired by the exhilarating moments, lore, as well as the ruthless competition of Squid Game, this new collaborative range centers around the anticipated third season, featuring a fresh lineup of games including Jump Rope, Hide and Seek, and of course,

the final Squid Game. For their second collection, PUMA and Squid Game bring these new games to life through a range of limited-edition apparel, footwear, and accessories.

PUMA’s legacy of sportswear is interpreted through a streetwear lens, with details and accents inspired by Squid Game. The collection’s Relaxed Football Jersey and Relaxed Shorts feature an abstract all-over print, with a PUMA x Squid Game logo lockup and geometric graphics nodding to the show’s ominous masked henchmen. The accompanying Graphic T-Shirt channels the infamous green tracksuits worn by Squid Game contestants, featuring a specially designed graphic on the chest. Accessories continue the narrative, as the collaborative Bucket Hat also utilizes the show’s signature green with graphic accents, while the Waist Bag features a hangtag of Chul-su, a doll-like figurine who is set to appear in season three.

For footwear, PUMA reworks the low-profile Palermo and the Easy Rider, each arriving with rich details and logo touches on the tongue to acknowledge elements from the show. The Easy Rider comes with an asymmetrical red-green design and a special Chul-su hangtag, while the Palermo is outfitted with frenzied contrast stitching across the upper, as well as distinctive lace jewels, and a key-shaped hangtag.

The PUMA x Squid Game collection is available on July 10, 2025, from PUMA.com, PUMA flagship stores, and selected PUMA stockists

The PUMA x Skepta “White” Pack drops July 5, 2025, via PUMA.com, PUMA flagship stores, and select retailers. 

The PUMA H-Street is available starting June 28, 2025, from PUMA.com, PUMA flagship stores, and selected stockists. 

PUMA x HELIOT EMIL drops June 14, 2025, on PUMA.com and at selected retailers. 

On June 5, 2025, the first chapter is unveiled with the launch of the “Pelé Yellow” Mostro, available on PUMA.com, at PUMA flagship stores, and selected PUMA stockists, with more to come later in the year. 

Once again, Nouchi turns his attention to the PUMA Mostro Mule, reworking the 1999 silhouette with two new colorways. The bold design is reimagined with a backless, streamlined shape and slip-on fit, complete with one of the Mostro’s signature features, its distinctive spikes. The single-material rubberized construction has been rendered in two tonal colorways: brown and dark green.

For inspiration, the partnership between PUMA and Nouchi looks to the strength and grace of PUMA’s namesake, the ferocious big cat.

Bringing the creative vision to life, Nouchi explains, “I synthesized the essence of the iconic Mostro shoes into a radical mule design using a single material, transforming it into both a design object and a comfortable sneaker.”

Inspired by vintage track and surfing footwear, the PUMA Mostro is known for its incomparable look that made it a street-style icon. Taking its name from the Italian word for “monster,” the ferocious silhouette remains a unique encapsulation of performance and style.

The PUMA x LGN Mostro Mule is available starting May 31, 2025, from selected PUMA retailers.

“The opening night was a massive success. It was incredible to see so many familiar faces from the PUMA community show up and support this moment. Seeing all the different ways people styled the H-Street, watching them customize their pairs, explore the space – it just felt special,” says Christina Mirabelli, Global Marketing Director PUMA Sportstyle.  

The PUMA H-Street event in Seoul is open to the public from May 16 to 18. 

The PUMA x ROMBAUT Levitation Medic Green colorway drops on May 3, 2025, and will be available at rombaut.com and selected retailers. The exclusive PUMA x ROMBAUT "Levitation" Sock White will be available at SSENSE and rombaut.com only.   

For decades, the PUMA Suede has retained its status as a footwear icon, having been reimagined through the lens of different styles, cultures, and communities since its introduction in 1968.

Named in honor of its signature upper material, and famously for its many classic and nostalgic colorways, the PUMA Suede is now treated to an elevated re-work, featuring premium materials crafted by renowned British tannery Charles F. Stead.

Rendered in a suite of colorways, this luxurious take on the PUMA Suede arrives in six different versions, including the original Black color scheme, as well as Natural, Baby Blue, Royal Blue, Pink, and Caramel.

Founded in 1825, Charles F. Stead is well-known for its top-quality suede that undergoes a careful tanning process, creating a soft, natural feel that many consider to be a hallmark of the very best suede in the world. Paying tribute to the collaboration, each pair comes with a commemorative Charles F. Stead hang tag, also crafted from suede.

The PUMA x Charles F. Stead Suede is available starting April 25, 2025, from PUMA.com, PUMA flagship stores, and stockists including Bodega, KITH, Concepts, and END Clothing.

About the PUMA Suede

Since 1968, the PUMA Suede has been on a remarkable journey, and has helped build the foundations of key cultural movements from hip-hop to skateboarding and streetwear. The story begins with PUMA's first-ever “lifestyle” shoe, the Crack, which was launched in 1968 for the Olympics in Mexico City, where it was famously raised by Tommie Smith. In 1973, Walt Frazier added his spin on the shoe, creating the Clyde. Following Frazier’s era, it became the Suede, named for its signature material. With the rise of B-boy crews and hip-hop, the Suede was adopted into that growing scene. Finally, when it debuted in the UK during the 1980s, it arrived with the name States, as a nod to its popularity overseas.

In the present day, modern tastemakers have adopted the Suede and made it their own. The iconic silhouette has lived a different life over each decade and each generation, and the last 50 years have made it clear: no two Suedes are worn the same.