Mad Beats, Faster Feet: PUMA Tun Up the Heat at Notting Hill Carnival 2025
Warm. Heavy. Alive. Nothing hits like the sound of Carnival basslines rolling through West Since the 60s, Notting Hill Carnival has presented Europe’s largest cultural gathering, mixing Caribbean pride with politics, protest and pure celebration.
This year saw take the reins as official sponsor of the event, bringing Jamaican sprint legend Usain Bolt to the party as they plugged fresh fire into Carnival’s deep-rooted heritage. The Big Cat began by drawing back the curtain on their PUMA Yard space at White City Warehouse, which remixed the former petrol station into a cultural clubhouse where fashion, music and community collided. The space was bedecked in the lush green, golden yellow, and potent black of the Jamaican flag, and presented PUMA's appropriately decked out in patriotic colours, along with top-notch apparel. Pulsing across 48 hours, the party's DJs included Izzy Bossy, DAMNSHAQ, ELLADHC, and Shayna Marie, who provided tunes that kept energy sky-high via dancehall, Soca, hip-hop and R&B.
Meanwhile – a market fruit stall with no produce? The vitamins came visually, as British-Jamaican designer (yes – founder of fresh PUMA collaborator ) set up shop with her coveted, limited-edition tees riffing on that Caribbean staple: the string vest. Alongside, artist sprinkled on-the-spot extras like pearls, ribbons and laces, turning the harvest into DIY-style Carni’ exclusives. With MOBO Award-winning hip-hop trio WSTRN closing out Friday night, the Carnival spirit was already well and truly ignited.
Over the weekend itself, PUMA’s partnership with sprint icon Usain Bolt added extra gravity to the brand’s takeover of two legendary sound systems: King Tubby’s – the first UK system to popularise dub plates, and named for the legendary Jamaican dub maestro – and Rampage, the only static sound system at Notting Hill Carnival given an entire street to themselves (and they filled it!). Sunday belonged to reggae and dub at Tubby’s stage, with special sets from Big Zeeks, Stylo G and Sneakbo bringing the spirit of Kingston to West London. On Monday, Rampage carried the crowds through an all-day, all-genre marathon featuring live performances from Mak 10, Lisa Mafia, Krept & Konan and Romeo. Olympic legend Bolt lit up the celebration in a custom Jamaica tee paired with the H-Street in 'Yellow Sizzle/Archive Green', a bold revival of the brand’s early-2000s runner reimagined with Jamrock-inspired details.
Rounding out the festivities, PUMA doubled down on sport, culture and community via the Jamaican Basic Schools Foundation UK. Celebrating sweat in style, those who hit the finish line of the Fun Day and 10K walked away with their own pair of H-Streets – a certified reward for going the distance!
Peep a closer look at the action above. You can cop PUMA’s limited-edition H-Street now from the , flagship store and select retailers.
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