This year, PUMA takes centre stage at Notting Hill Carnival as the official sponsor, partnering with legendary sound systems King Tubby’s and Rampage alongside sprint icon Usain Bolt.
Ahead of the weekend, PUMA will launch the immersive PUMA Yard at White City Warehouse, celebrating Caribbean culture, community, and style and marking the debut of the limited-edition H-Street collection honouring Jamaica’s track and field legacy. The Yard will feature a pop-up from British-Caribbean designer Sharkkana, alongside workshops led by sneaker customiser Latya, transforming tees and H-Street sneakers into unique Carnival looks. Music will be powered by London DJs including Izzy Bossy and Damn Shaq, culminating in a live set from WSTRN on Friday evening.
On Carnival weekend, PUMA and Bolt will headline King Tubby’s stage on Sunday 24th August and Rampage on Monday 25th August, curating reggae, dub and genre-spanning performances across the iconic stages.
Speaking on the headline, Bolt shared: “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.”
Continuing its long-standing support for the festival, PUMA will also back the Jamaican Basic Schools Foundation UK, covering costs for its annual South London Fun Day and 10K run, rewarding top finishers with the exclusive H-Street sneakers.
PUMA will channel 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.