Global sports brand PUMA has made 2026 its boldest year yet. From elite runners at the Boston and London Marathons to NBA Playoff courts, the US Open fairways, and football's ultimate stage, PUMA athletes across every discipline have carried one color story, one attitude, and one unmistakable signal: SHOWTIME. Across motorsport, running, football, basketball, golf, and track and field, the energy has been impossible to ignore and PUMA stole the show.
Inspired by the boldest moments in PUMA’s history, including the iconic TRICKS packs collection of 2014 and 2016 that made PUMA the brand that put mismatched two-coloured boots on the map first, SHOWTIME was a brand-wide creative direction built on a single, explosive palette of neon pinks, blues, and yellows.
SHOWTIME made its first appearance in February 2026, when the bold palette turned heads at F1 Academy testing in China. Behind the wheel of the Hitech-operated car, rookie Rachel Robertson debuted the bold neon palette and already making a statement before the season had even begun.
Then, in April, the Boston and London Marathons set the stage as hundreds of PUMA runners in Showtime colorways took over the streets, with 300 PROJECT3 athletes and PUMA pro runners carrying the energy from the first mile to the finish line. The bold colorway cut through the noise long before the stadiums were even lit.
On the track, PUMA athletes have been competing in SHOWTIME spikes and kits throughout the Diamond League season, bringing the collection’s energy to the sport’s most prestigious circuit. From explosive sprints to breakthrough performances, the same bold palette that first lit up the streets of London and Boston is now making its mark on the world’s fastest tracks.
On court, SHOWTIME made a bold impact across the NBA Playoffs, WNBA and NXTPRO circuits, connecting with all generations of basketball players and fans alike. PUMA athletes Baylor Scheierman, Skylar Diggins, and Sydney Douglas brought the vibrant SHOWTIME energy to the hardwood, lacing up in the MB.05 SHOWTIME, All-Pro NITRO™ 2, and All-Pro NITRO™ 2 Elite.
Football delivered SHOWTIME's defining moment. In May, PUMA unveiled the Showtime Pack: a fearless new football boot collection featuring the Future 9, Ultra 6, and King 20 in an iconic mismatched colorway that reaches back to the legendary Tricks packs and looks forward to the game's biggest stage this summer. Headlined by Neymar Jr., Christian Pulisic, Kai Havertz, Cody Gakpo, and Morgan Rogers, the launch landed across a video campaign and athlete-led social activations that put the energy where it belongs: on the players. As the summer tournament begins, every PUMA player stepping onto the pitch carries the SHOWTIME Pack and the attitude that comes with it.
Finally, at the US Open (June 18–21), PUMA brought SHOWTIME to the fairways. Rickie Fowler, JJ Spaun, and Gary Woodland all teed off on Thursday's opening round wearing the ELEVATE 2 Showtime, a golf shoe built to stand out when it matters most. Featuring the same high-energy, mismatched colorways that united PUMA's running, basketball, and football collections in 2026, the ELEVATE 2 Showtime pairs bold design with tour-proven performance engineered for the moments when the pressure is highest. In a sport known for its muted palette, SHOWTIME cut right through.
The PUMA SHOWTIME collection has been available at PUMA.com and at selected retailers worldwide. The SHOWTIME PACK football boots, featuring FUTURE 9, ULTRA 6, and KING 20, are available for purchase at PUMA.com and selected retailers globally.
