Puma will be the official sponsor of the Notting Hill Carnival for the first time and will take over King Tubby’s and Rampage sound systems with Jamaican sprint legend, and still 100m and 200m world record holder, Usain Bolt, on stage as a co-host.
This year, the carnival takes place from 23 to 25 August. However, on Friday 22 August, Puma will transform White City Warehouse into ‘Puma Yard’, described as “a vibrant and immersive cultural clubhouse bringing the heartbeat of Caribbean style, heritage and community together with London’s most inspiring creatives”.
It will also mark the launch of a limited-edition H-Street sneaker, which comes in the yellow, green and black colours of the Jamaica flag and “honours Puma’s legacy of supporting Jamaica’s greatest track and field athletes”.
The soundtrack to Puma Yard will be brought to life by a high-energy line-up of DJs, including Izzy Bossy and Damn Shaq, culminating in a live performance from WSTRN on Friday evening.
British-Caribbean designer Sharkkana, renowned for her cult carnival tees and bold streetwear, will host a pop-up at Puma Yard showcasing her sought-after limited-edition designs. Sharkkana will be joined by sneaker customisation artist Latya, who will be transforming T-shirts and H-Street sneakers into one-of-a-kind carnival looks.
On Sunday 24 August, along with Usain Bolt, Puma will curate a powerhouse line-up of reggae and dub legends on the King Tubby Sound System stage.
The action will then shift to the Rampage stage on Monday 25 August, with a “genre-spanning mix of established names set to keep the streets moving all day long”.
Additionally, Puma is partnering with Jamaican Basic Schools Foundation UK, an organisation founded in 1994 which is dedicated to education and development programmes for children.
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 H-Street sneakers.
Christina Mirabelli, Director of Sportstyle Marketing for Puma, said: “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.”
Usain Bolt commented: “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.”
The limited-edition H-Street sneaker will be available to buy from 25 August in Puma flagship stores, on the brand’s website and at selected Puma stockists.