PUMA celebrates Caribbean culture at Notting Hill with Usain Bolt

PUMA reopened the historic PUMA Yard at White City Warehouse on 21 and 22 August. The space celebrated Caribbean culture and served as the stage for the launch of the limited-edition H-Street, paying tribute to PUMA’s legacy with Jamaican athletes.

The programme included a pop-up by British-Caribbean designer Sharkkana, known for her Carnival T-shirts and streetwear aesthetic. Artist Latya, specialised in sneaker customisation, also took part with workshops where she customised Sharkkana T-shirts and the new H-Street sneakers. Music came from local DJs such as Izzy Bossy and Damn Shaq, with a live closing set from WSTRN on Friday night.

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On Sunday 24 August, PUMA and Usain Bolt joined forces for the first time with two of the most iconic sound systems of the Carnival, King Tubby’s and Rampage. At King Tubby’s, performances came from artists including Big Zeeks, Stylo G, Lisa Mafia and Romeo. On Monday 25, the Rampage stage hosted a diverse line-up of artists who closed the festival with energy.

Usain Bolt explained that Carnival is a celebration that goes beyond music, representing pride, community and cultural roots. He said that, as a Jamaican, he felt proud to collaborate with PUMA on this event and to share that energy with the audience at Notting Hill.

Alongside its presence at Carnival, PUMA announced its collaboration with the Jamaican Basic Schools Foundation UK, an organisation founded in 1994. The brand will cover the costs of this year’s South London Fun Day and 10K charity run, with winners receiving the exclusive H-Street sneakers.

Christina Mirabelli, PUMA’s Director of Sportstyle Marketing, underlined that for the brand, Notting Hill Carnival is an opportunity to connect with the community, creatives and the cultural legacy that inspires it. She added that this year they wanted to go further by supporting the Jamaican Basic Schools Foundation. This with the aim of ensuring PUMA’s participation had a tangible impact.

The PUMA H-Street will be available from 25 August 2025 at puma.com, PUMA flagship stores and selected retailers.