Puma and Jaipur Rugs partner to celebrate Puma Suede in Mumbai

German sportswear brand Puma has partnered with Indian rug producer Jaipur Rugs to host Suede Sounds, a two-day listening room experience in Mumbai, India, on September 5 and September 6, celebrating the enduring legacy of the Puma Suede sneaker.

First launched in 1968, the Puma Suede has remained a staple across music, fashion and street subcultures for nearly six decades. The upcoming event brings together contemporary design, local craftsmanship and music, taking place at a restored landmark venue that was historically central to Mumbai’s music scene.

Handcrafted textiles from Jaipur Rugs will adorn the walls of the conceptual space, which will feature rare vinyl displays, live performances and interactive workshops where guests can create personalized keepsakes using suede. The event program will culminate in a headline performance by musician Lifafa.

Reflecting on the partnership, Puma India head of marketing, Shreya Sachdev, stated: “A true classic doesn’t belong to one moment or one generation. It shapes culture and continues to evolve with it. That is what connects Puma Suede and Jaipur Rugs. Both brands have spent decades honing their craft, creating a legacy built to last.”

Sachdev added: “Suede has historically owned a very special place in music culture, from early adoption by breakdancers, graffiti artists to rap pioneers in the birth of hip-hop, creating a cultural connection that has continued to evolve across generations. That is the thread that Puma and Jaipur Rugs have built their collaboration on.”

Jaipur Rugs managing director, Yogesh Chaudhary, noted that luxury is increasingly defined by authenticity and meaning. Chaudhary commented: “Both Puma Suede and Jaipur Rugs have become icons because they represent something larger than the products themselves — they represent culture. This collaboration celebrates that shared belief.”

The initiative follows previous experiential campaigns by Puma India designed around specific footwear silhouettes, including a high-seas ferry event for the Speedcat and the Summer at Nani’s campaign for the Palermo.

Alongside the event, Puma is reintroducing the classic Suede model, which features its signature premium upper and thick laces, in three seasonal colorways: Cayenne Pepper, Puma Black and Haute Coffee. The collection is available across Puma stores, online and through selected retail partners in India.