"Almost Always"

28 April 2026

65s

The Moroccan connection.

When fashion designer Priya Ahluwalia completed her latest range for PUMA, the brand needed someone to direct the launch ad. Who better to make her work look the part than… Priya Ahluwalia, of course. Shot in Marrakech, Morocco, 'Almost Always' is a fast-paced fashion show that's no slouch in the football department.

Ahluwalia's designs, inspired by West African colours, patterns, and textures, not only complement the streets of Marrakech, but make viewers feel like they draw energy from each other. We've seen many games of football unfold on the streets (adland's refuses to put up 'no ball games' signs), but Ahluwalia's moves in its own vivid way as the female protagonist blazes a trail through the bazaar.

There's a lovely moment when the ball interrupts a game of draughts played by two older gentlemen. Do they kick up a fuss? Nope—they wear Puma and Ahluwalia's new shoes then show the youngsters what they're made of on the pitch. The result is a welcome breath of fresh air that looks, plays, and sounds the part (the music is the Moroccan cherry on top).

UK

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