PUMA x SUPERKICKS Serve Jamun Season on the Palermo Sneaker

 

Mumbai, May 2026:Sports brand PUMA India, in collaboration with premium streetwear retailer Superkicks India, drops two exclusive sneakers inspired by the Jamun fruit - the Berry and the Stain Palermo. A concept close to home for Superkicks, the collaboration draws on the story of jamun — a fruit, a stain, a memory — to reinterpret PUMA's iconic terrace sneaker Palermo through a native lens, that feels deeply personal and instantly recognizable.

At the heart of the drop is the story of jamun - the deep-purple berry deeply embedded in Indian summer and childhood. Once a constant in courtyards of homes, jamuns were picked and eaten on instinct, leaving behind unmistakable purple stains on fingertips, clothes, and memories. That imprint follows the Palermo Jamun sneaker across two distinct colourways. The first arrives drenched in rich, saturated purple with a striking green PUMA formstrip, capturing a more expressive energy. In contrast, the second silhouette takes on a clean white base that evolves with wear, designed to mirror the organic staining of jamun over time. Each pair is shaped by individual journeys.

PUMA and Superkicks brought this hyperlocal drop to life through a limited-access sundowner experience, themed around Summer at Nani’s. The setting reimagined an Indian grandmother’s courtyard, defined by slow, sun-warmed afternoons, unstructured days, and a quiet sense of familiarity. Guests engaged with the days of yore through immersive, nostalgia-led offerings including DIY tie-&-dye T-shirts using natural jamun dye, playful jamun stomping sessions, traditional hair champi, and themed food and drinks. Each room created a distinct aesthetic of this familiar world – from mismatched cushion covers, woven dhurries, and classic rattan furniture in the living room, to a tailor's corner alive with sewing machines and fabric scraps. The experience effortlessly united culture, memory, and community, bringing together sneaker enthusiasts, creators, media, and a wider circle of consumers.

Actor Shanaya Kapoor joined the launch event, alongside a curated mix of tastemakers, cultural insiders, and sneaker enthusiasts, amplifying the drop’s intersection of nostalgia and contemporary street culture. 

Speaking on the launch, Shreya Sachdev, Head of Marketing, PUMA India, said "The Palermo has always been a silhouette that carries stories — and the jamun, what it represents, what it evokes, makes a global classic truly indian. Consumers today, particularly Gen Z, don't just buy products — they buy into worlds, identities, and a sense of belonging. For this launch, we created that world — 'Summer at Nani's' — one that feels deeply personal and instantly familiar to an entire generation of Indians. Culture is the entry point, and community is what sustains it. When built around something real, community is what turns a drop into a moment that lasts."

“Every collaboration is an opportunity for us to tell a story, one that feels deeply personal yetuniversally relatable. The PUMA x Superkicks Palermo Jamun pack is rooted in memories ofgrowing up in the ’90s and early 2000s, spending carefree summer days at our nani or dadi’shomes, surrounded by cousins, friends, and simple joys.” adds, Sangeet Paryani, Co-Founder,Superkicks, ”The jamun fruit became a natural symbol of that nostalgia. Through thiscollaboration, we wanted to translate those memories into something tangible and authentic.Partnering with a global brand like PUMA is a responsibility we value deeply, and this collectionis, in many ways, our memories shared with everyone.”

 “Collaborating with brands we’ve always admired has been a long-standing dream for us, andbringing this project to life with PUMA feels incredibly special.” said Nisha Lulla, Co-Founder,Superkicks, “After a long time, having our name on a shoe we’ve created is both surreal anddeeply rewarding. It’s a moment that feels personal, exciting, and full-circle all at once.”

Originally born out of 1980s UK terrace culture, the PUMA Palermo has been carrying forward its terrace legacy - clean lines, signature T-toe construction, and a timeless gum sole. The Palermo Jamun continues PUMA India’s ongoing commitment to root the global silhouette in India's lived culture. From its 2024 launch film that celebrated friendship, fashion and city culture across Mumbai, Kolkata, and Shillong — three iconic cities chosen for their distinct personalities, subcultures, and street identities — to a collaboration last year with homegrown mithai  brand Pistabarfi that fused streetwear with India's food culture; and a seeding concept built around jugaad spirit with handwoven koodai  bags crafted in partnership with a Tamil Nadu-based NGO. The Palermo has consistently served as PUMA's canvas for hyper-local Indian storytelling. With Palermo Jamun, the sneaker has stepped into the next chapter of its timeless journey here.

Limited and exclusive to the season and created in collaboration with Superkicks, the Palermo Jamun is available across select PUMA stores, the PUMA website and app, Superkicks outlets and its native website.