From the moment they entered, visitors were immersed in the collection, presented within a bespoke showcase inspired by the collection and Rosé’s creative world. The experience opened with a runway-inspired photo moment before leading into the main display and interactive zones. Guests posed for candid shots in a custom photobooth, listened to intimate voice memos recorded by Rosé, and explored the collection through a striking 3D holographic installation. Attendees could even curate their own PUMA x Rosé look on-site. At the letter wall, fans penned heartfelt notes as if writing directly to Rosé herself. 

"Working with the PUMA team to bring the PUMA x Rosé collection to life has been a fulfilling journey, and celebrating its launch feels very special. It’s an incredible experience to see the campaign come to reality and to see how people creatively style the pieces in their own way. This experience will be unforgettable," said Rosé.

PUMA x Rosé is available now, from PUMA.com, PUMA flagship stores, and selected PUMA stockists.

“I was a young boy with big dreams; a cub became a lion on the biggest stage. The world has seen some of my journey but not all, the hard work, the dedication that people do not see is what helped me achieve something that will live with me forever,” said Memphis Depay.

“To become the Netherlands top male goal scorer is a true honor, with the amazing players that have played for this great nation, to be the person with the most goals shows there is no dream too big. I wanted to celebrate by giving a special token of my appreciation to the people that 

helped me along the way – 51 boots, 51 people that walked beside me on my journey. I am so happy with this record, but it doesn’t stop there. The journey still has more chapters to write.”

Memphis Depay has personally selected the special group that includes family, friends and influential people that have been a part of his journey. Memphis and PUMA will also give away one pair of the boots in a special competition @pumafootball.

The MD51 ULTRA football boots feature a white base with two unique colorways and designs on each boot. The left boot features blue and black icons that illustrate the importance of Memphis’ family, faith and cultural background. The right boot features orange and black icons that illustrate Memphis’ career journey from young boy to superstardom.

The icons on the left boot signify:

1. Number 10: Becoming the number 10 for the Netherlands.
2. Gigi Vitale: Friendship/Circle Tattoo.
3. Mum Cora: Cora Letters/Heart in Flames.
4. Christ Redeemer: Faith.
5. Moordrecht: The Genesis (Ghana/Moordecht Flag + Ghana Star).

The icons on the right boot signify:

1. Cowboy Hat: Arrival for the national team arrival.
2. First Goal (Doel) for Netherlands.
3. Paneka goal against France.
4. Lion Tattoo: Resilience.
5. 51 goals/BADTTW: Trust your inner wisdom.

Each pair of the MD51 ULTRA football boots will be presented in special cases to the people Memphis has selected and each pair comes with a signed Memphis Depay certificate of authenticity and will not be for sale.

PUMA has been partner with Scuderia Ferrari HP since 2005, sharing victories and unforgettable moments on and off the track. Marking twenty years of partnership this year, Puma continue celebrating this milestone. This time, fans can step into the legacy of Niki Lauda’s legendary 1975 F1 World Championship victory in Monza —and an exclusive exhibition highlighting the legacy of partnership between PUMA and Scuderia Ferrari HP.

"For 20 years, PUMA and Scuderia Ferrari have shared more than just success on the track—we’ve shared a passion for bringing motorsport closer to the fans,” said Thomas Josnik, Vice President of PUMA Motorsport. “The Tifosi Tram is more than a moving tribute to Niki Lauda’s 1975 victory; it’s a celebration of the energy that drives both our brands forward.”

Fans boarded using vintage-style ticket stubs and step onto a historic Milanese tram wrapped in red, gliding through the city as immersive sights and visuals take the Tifosi back into this special era of Scuderia Ferrari HP.

This street-level spectacle, teased and tracked on social media, saw fans, media, and influencers riding together—sharing the excitement live 

The Tifosi Tram runs in the streets of Milan on September 2–3, 2025, making this an unforgettable ride for those who were lucky enough to board. Find out more about PUMA motorsport on puma.com and on @pumamotorsport on Instagram.

In 1975, Niki Lauda claimed his first World Championship title at Monza, a victory that reignited Scuderia Ferrari’s racing legacy and cemented an unbreakable bond with the Tifosi. Now, 50 years later, Lewis Hamilton and Charles Leclerc arrive at Monza as Scuderia Ferrari HP teammates for the very first time—marking a new chapter in Scuderia Ferrari’s storied history.

To honor this milestone, PUMA and Scuderia Ferrari HP have created a collection inspired by Lauda’s iconic race suits. Featuring vintage logos, throwback lettering, and retro-inspired details, the drop includes jackets, tees, footwear and caps designed for fans who know it’s all about those firsts—every time the lights go out.

Throughout the Monza weekend, the Scuderia Ferrari HP team will be wearing the Monza Limited Edition Collection, showcasing a fusion of past and present both on and off the track.

The PUMA and Scuderia Ferrari HP Monza Limited Edition Collection is already available at selected PUMA and Ferrari sotore as well as online at puma.com and store.ferrari.com 

The bold interpretation of the Talon is defined by a distressed denim-look with a worn-in patina, unique paneling that references vintage racing uniforms, and an external cage anchoring the sneaker in modern design. The result is a shoe that feels unarchived from its Y2K past yet melded with modern performance sensibilities.

Steeped in sombre textures and colors, the campaign was captured by Beltran Gonzalez, who utilizes his signature approach to compositions, expressing themes of authenticity,
vulnerability, and introspection in a melancholic but humanistic arrangement of visuals that showcase NO/FAITH Studios’ brooding take on the Talon.

Originally launched in 2004, the Talon was a Y2K-inspired sneaker known for its low-profile silhouette and unique rippling lines that sweep across the upper.
The NO/FAITH Studios x PUMA Talon launches on September 5th, 2025, at GATE 194, ahead of wider availability from PUMA.com, PUMA flagship stores, and selected PUMA stockists.

The 2025/26 Cup kit pays homage to the BVB team of 1965/66 – the first team from Germany to win a European club competition. The iconic black and yellow remains, synonymous with Dortmund and with success, striking fear into teams both home and away in the cup. Complete with a tonal print inspired by the historic 1965/66 run and a retro crest adding a finishing touch, it’s proof that sometimes nothing makes more noise than quiet confidence. 

Marco Mueller, PUMA’s Senior Director of Product Line Performance Apparel, said: “Borussia Dortmund is one of Germany’s most successful teams and were the first German team to become European Cup Champions. For the BVB Cup kit this season we wanted to honor this incredible achievement by bringing back a retro crest and integrating a unique tonal all over print that is inspired by the floral pattern on the trophy handle grip to create a beautiful all yellow look with classic black details on the round neck collar and arms.” 

Available in both Authentic and Replica versions, the Authentic Jersey, worn by the players, is crafted with PUMA’s ULTRAWEAVE fabric, which reduces weight and friction for elite-level performance. The Replica Jersey offers the same striking look with a more relaxed fit, perfect for both match days and everyday wear. Both versions incorporate PUMA’s dryCELL sweat-wicking technology to keep fans and players dry and comfortable.

Reflecting PUMA’s commitment to sustainability, the Replica jersey is made using the RE:FIBRE initiative, utilizing recycled textile waste to create new materials without compromising quality. Containing at least 95% recycled textile waste and other used polyester materials, this initiative represents a significant step towards a more circular and sustainable production process for football jerseys.

The BVB Cup kit is available from the 27th August at PUMA stores, Borussia Dortmund Official Stores, and select retailers worldwide.

Turning up the heat ahead of Notting Hill Carnival on Thursday 21st and Friday 22nd of August, PUMA transformed White City Warehouse into PUMA Yard, a vibrant cultural clubhouse bringing the heartbeat of Caribbean heritage and community together with London’s most inspiring creatives. British-Caribbean designer Sharkkana, renowned for her cult Carnival tees and bold streetwear, hosted a pop-up showcasing her sought-after limited-edition designs. Sharkkana was joined by Latya, one of the UK’s most exciting sneaker customization artists, who lead workshops to transform Sharkkini tees and H-Street sneakers into one-of-a-kind Carnival looks. The soundtrack to PUMA Yard was brought to life by a high-energy line-up of the city’s most rated DJs including Izzy Bossy and Damn Shaq, culminating in a live performance from WSTRN on Friday evening. 

For the first time ever, PUMA and Usain Bolt joined forces with two of Carnival’s most legendary sound systems, King Tubby and Rampage, cornerstones of Notting Hill Carnival, respected for their commitment to preserving and evolving UK sound system culture. On Sunday 24th August the action kicked off at King Tubby’s stage, where PUMA curated a powerhouse line-up of reggae and dub legends, including Big Zeeks, Stylo G, Lisa Mafia and Romeo. The all-day celebrations continued Monday 25th August at the iconic Rampage stage, with a genre-spanning mix of established names set to keep the streets moving all day long. 

“Carnival has always been about more than music — it’s about pride, community, and celebrating where we come from. As someone who represents Jamaica, the fastest country in the world, I’m proud to team up with PUMA to bring that energy live to Notting Hill. Music has always been a big part of my life, and I wanted to share that joy with the people — from the Yard to the sound systems, we’re showing up for the culture and making sure the vibes are unforgettable,” said Usain Bolt.

For years, PUMA has been a proud presence at Europe’s largest street festival, celebrating Caribbean culture and championing the diverse communities that have brought Notting Hill Carnival to life over the past 60 years. For 2025, PUMA continues this commitment through a partnership with Jamaican Basic Schools Foundation UK, an organisation founded in 1994 dedicated to educational and developmental programs for children. This year, PUMA will cover all event costs for the foundation’s annual South London Fun Day and 10K run, with top finishers rewarded with the exclusive PUMA H-Street sneakers, a celebration of community, culture, and sport coming full circle.

“At PUMA, we believe in the power of culture to bring people together — and Notting Hill Carnival is one of the most vibrant expressions of that. It’s a moment where we don’t just show up, we connect: with the community, with creatives, and with the legacy that inspires us. This year, we’re proud to deepen that connection by supporting the Jamaican Basic Schools Foundation, ensuring our presence goes beyond celebration and into meaningful impact. It’s about giving back to the communities that shape us, and building something lasting together,” said Christina Mirabelli, Director of Sportstyle Marketing for PUMA.

PUMA created an unforgettable celebration of Caribbean culture and community, channeling the vibrant energy and spirit of Notting Hill Carnival to mark the launch of the PUMA H-Street, inspired by Jamaica. The limited-edition sneaker will be available to buy from the 25th August 2025 at PUMA.com, PUMA flagship stores, and selected PUMA stockists.

The momentous, monochromatic drop looks at the world through Rosé-colored lenses, blooming with personal references, culminating in a collection that is a creative embrace of Rosé’s personal taste and aesthetics. Oversized basics are paired with distinctly feminine designs and tailored elements that pull from PUMA’s history of sportswear designs, alongside a special “ROSIE” graphic wordmark, and two fresh takes on the PUMA Speedcat.

The campaign's ethereal visuals introduce the collection, bringing it into focus with dreamlike softness. Set against green pastoral backdrops, the images capture a nostalgic, unfiltered mood that mirrors Rosé’s poetic intent: quiet rebellion, honest expression, and everyday confidence. 

"This PUMA x ROSÉ collection is really special to me because it reflects so much of who I am, both on and off stage. I wanted every piece to feel like a quiet rebellion, something that empowers you to show up as your most honest, fearless self. We carried that same feeling into the campaign, which was all about capturing that raw, unfiltered version of me. I wanted it to feel like how I see myself without all the noise, and I think there’s something really powerful in that. We all have our own rhythm, our own signature, and when we embrace that fully, that’s when we feel the most real,” said Rosé. 

Following her Speedcat-powered roadtrip adventure, Rosé now presents her very own iterations of the racing-inspired silhouette. The Speedcat Ballet features pointe-inspired laces, while the Speedcat OG Premium comes with statement lacing details enveloping the upper. 

For apparel, the collaboration’s design ethos channels Rosé’s vision into an expression of sporty, streetwear-coded designs. Reinterpreting PUMA’s iconic track suits, the collection’s Oversized Track Jacket and Relaxed Track Pants bring a modern approach to legacy styles. Relaxed and roomy sportswear-inspired fits continue with the Half-Zip Jacket and Full-Zip Hoodie, in addition to the Mesh Top with a bold “ROSIE” graphic on the rear. A clever wink in the collection, the X-Small Duffle and Micro Grip serve as playful visual punctuation throughout the range, offering compact forms that add personality and proportion.

PUMA x ROSÉ collection is available starting August 28, 2025, from PUMA.com, PUMA flagship stores, and selected PUMA stockists.

Continuing to draw inspiration from the beautiful game, PUMA and KidSuper’s latest drop is immersed in the original artwork of Dillane. PUMA’s iconic T7 tracksuit and the pitch-inspired V-S1 sneaker take center stage in a campaign titled “The Gaffers,” which pays homage to those larger-than-life personas who dominate the touchlines: football coaches.

In “The Gaffers,” two coach archetypes go head-to-head, as brash and loud clashes with suave and stylish, in a battle of clipboard against cologne. In this epic sporting saga, the story-driven campaign features an ensemble cast of models, with Dillane himself making a not-so-surprise appearance as well. The campaign also shows a glimpse of the new KidSuper FC pitch, a rooftop street-football oasis in the heart of Brooklyn.

Dillane’s expressive visuals and distinct use of color come to life in sportswear silhouettes and vintage football-inspired designs. The color-blocked windbreaker and patterned T7 tracksuit are joined by a sideline staple, the long hooded down coat, adorned with playful doodles and KidSuper FC branding. Women’s offerings include leggings and a long-sleeve shirt, with headwear and accessories like the Grip Bag, beanie, and cap carrying the same visual DNA. 

KidSuper and PUMA also bring in two new footwear silhouettes. From the 1970s, the low-profile PUMA Brasil adds a touch of football heritage to the collection, offered in two gum-soled colorways with distressed, faded uppers. The more modern V-S1 takes inspiration from two 2000s-era performance designs, updated for 2025 with asymmetrical lacing and bold accents. For the collaboration, KidSuper gives the silhouette a grassy pitch-like upper.

The latest from PUMA and KidSuper is available starting September 1st, 2025, from PUMA.com, PUMA flagship stores, and selected PUMA stockists.

Named for its signature upper and celebrated for its nostalgic colorways, the PUMA Suede is now reimagined with a premium execution in collaboration with the maker of renowned English suede leathers.

For this second drop, the Suede is pared back into one of its purest and most pristine expressions, featuring original detailing and rendered in three elegant and vibrant colorways: “Honey Butter,” “Persian Blue,” and “Orange Glo.” The latter edition evokes 

a famous Knicks-orange colorway created specially by PUMA for the Suede’s one-time namesake, the ever-stylish Walt “Clyde” Frazier Jr.

Since 1825, Charles F. Stead has crafted premium suedes known for their soft, natural feel. A meticulous tanning process sets their materials apart as some of the finest in the world. Commemorating the handshake between the two brands, each pair comes with a special Charles F. Stead hang tag, crafted from the same material as the upper.

The PUMA x Charles F. Stead Suede is available starting September 1, 2025, from PUMA.com, PUMA flagship stores, and selected PUMA stockists.

The 10.5m tall inflatable ball illuminated London’s famous riverbank with thousands of onlookers watching on in awe as Morgan Rogers helped strike the ball through Tower Bridge to score the ‘first goal of the season’.

The eye-catching stunt follows the recent partnership announcement between PUMA and the Premier League as official match ball provider – with plenty more huge goals set to stun fans across the country in the months, and seasons, to come.

Proving that when you have a ball, anything can be a goal and the goalposts can be anything, Morgan Rogers added: “It was great to be involved in something of this magnitude! It was definitely one of the more open goals I’ve scored in my career and hopefully the first of many this season.”

The PUMA Orbita Ultimate PL match ball is comprised of twelve evenly sized panels to ensure precise weight distribution, keeping the ball perfectly balanced. The high-frequency moulding guarantees long-lasting durability with enlarged and deeper seams to improve aerodynamics, shape retention, and a soft touch with every kick, no matter the pitch or weather. The ball will make its on-pitch debut during the first match round of the Premier League from the 15th August.

The official Premier League match ball is available now at PUMA.com, in PUMA stores, PL Shop and select retailers worldwide.

This kit is for the City that plays in the rain. Manchester City is a symbol of the people, the culture, and the spirit of Manchester. The new Third kit is designed for those who carry City in their hearts, rain or shine. Grey skies may often be seen overhead in Manchester, but this City brings electrifying football to the pitch whatever the weather.

A detailed all-over raindrop graphic covers the jersey and shorts, contrasted with vibrant neon green accents across the neck, shoulders and side panels, symbolising the stand-out quality of Manchester City. A green-to-blue gradient runs down the centralised PUMA cat and Club crest and into the socks to create a cohesive full-kit look, resembling the iridescent nature of water. Completing the design, the Club crest features a transparent finish that mimics water droplets on a window, a subtle nod to our home. The kit carries a message from Manchester: even when it rains, we shine.

Serena Gosling, Director of Retail & Licensing, Manchester City, said: "Today is an exciting day, with the launch of this year’s Third kit, just ahead of the 2025/26 Premier League season, and the Women’s Super League starting next month. As part of our creative process, PUMA and the Club explore different design directions for each kit, taking inspiration from the city of Manchester, the Club’s history and other cultural influences. We are looking forward to seeing the players wearing the kits on the pitch this season."

Marco Mueller, PUMA’s Senior Director of Product Line Management Teamsport Apparel, said: “The people of Manchester have a deep-rooted love for football, as both a sense of pride and community belonging. This kit brings those two traits together, to create a truly unique kit that does things a little different. We decided to design a kit that not only embraces the rainy Manchester weather but also the fact the fans stick by the team ‘Rain or Shine’.”

The 2025/26 Third kit is available in both Authentic and Replica versions. The Authentic Jersey, worn by the players, is crafted with PUMA’s ULTRAWEAVE fabric, which reduces weight and friction for elite-level performance. The Replica Jersey offers the same striking look with a more relaxed fit, perfect for both match days and everyday wear. Both versions incorporate PUMA’s dryCELL sweat-wicking technology to keep fans and players dry and comfortable.

Reflecting PUMA’s commitment to sustainability, the Replica jerseys are made using the RE:FIBRE initiative, utilizing recycled textile waste to create new materials without compromising quality. Containing at least 95% recycled textile waste and other used polyester materials, this initiative represents a significant step towards a more circular and sustainable production process for football jerseys.

The Manchester City Third kit is available from PUMA.com, Manchester City Official Stores and select retailers worldwide from the 14th August.