Almost, Always.
Ahluwalia’s second drop collaboration with PUMA explore the spirit of football across the African continent and is celebrated through Almost, Always, a cinematic exploration of connection, community, and the shared joy that football inspires, written and directed by Priya Ahluwalia.
The film is a vibrant, cinematic celebration of football as a shared cultural language, rooted in community, identity and joy. Inspired by research across the African continent and shot in Morocco, it follows a young girl moving through her environment, capturing the spirit of the game in its most universal form that is playful,
accessible and deeply social.
"I hope people come away with a feeling of joy, community and lightness. I wanted it to remind people that not everything in sport has to be about ultimate performance or perfection, sometimes taking part is enough. I hope people see themselves in the collection, and I hope the film makes them feel energised."
- Creative Director and Founder, Ahluwalia
