puma x usain bolt | rampage sound system at notting hill carnival

Notting Hill Carnival is always chaotic, and this year wasn’t any different – but PUMA knew exactly how to cut through the noise. On Monday, 25th August, the global sports brand staged a historic takeover of the Rampage Sound System in West London, bringing with it a heady mix of music, fashion, and sport. And, in true show-stealing style, the fastest man in the world, Usain Bolt, was right at the centre of it.

Colville Square pulsed with Caribbean pride as PUMA reimagined Rampage as a stage for Jamaican heritage and the sound system traditions that fuel the Carnival’s heartbeat. The basslines shook the pavement, while sets from Dj Mak 10, Lisa Maffia, Krept & Konan, and Romeo kept the energy soaring as waves of revellers turned the square into a sea of dance.

Of course, Bolt couldn’t resist the spotlight. Dressed in a yellow PUMA Jamaica tee and the all-new H-Street in Yellow Sizzle-Archive Green, a vibrant and bold revival of the brand’s early-2000s runner, he brought pure Carnival flair to the streets, tying sport and streetwear neatly back into the celebration of culture.

By the end of the day, PUMA’s Rampage takeover had cemented itself as one of Carnival’s standout moments: a riot of sound, colour, and movement that honoured Jamaican heritage while proving that sport and style can party just as hard as the crowd.

photography. courtesy of Lienna Rachel
words. Gennaro Costanzo