At 27: Frida Uziel does it for the first time in her life

Ahead of the back-to-school season, PUMA presents its Fall-Winter 2026 collection through a new fashion production led by singer and Big Brother alumna Frida Uziel, marking her first television campaign at the age of 27.

The campaign brings the world of sports and fashion into one of the most recognizable spaces of adolescence — a teenager's room, designed with inspiration from the aesthetics of the 90s and early 2000s. The concept connects the nostalgia of the early 2000s with the contemporary language of a new generation, presenting the new PUMA collection through clothing and sneakers that turn every look into a style statement.

The designed space turns the collection into a story about self-expression, personal freedom, and style that is not subject to rules. When reflecting on her high school years, Frida said:

"If I met myself in 12th grade today, I would hug her and tell her: 'Don't worry, my beautiful one. In the end, everything comes back around'."

Frida Uziel at the campaign shoot (Photo: Or Danon)

Through Frida, PUMA presents the return to school not just as a date on the calendar, but as an opportunity to open a new chapter with the right look — one that connects nostalgia with modernity, and PUMA icons with the trends that define the next generation.

At the center of the production is the Fall-Winter 2026 collection, which continues to express the brand's recognized connection between sports, music, and street fashion. Alongside the clothing, the sneakers take a central place, showcasing the breadth of the collection — from iconic models to new interpretations adapted to today's trends.

Frida Uziel at the campaign shoot (Photo: Or Danon)

Among the prominent models is the PUMA SUEDE, one of the most recognizable sneakers associated with the brand. Since its launch in the late 60s, the shoe has become a timeless classic, and during the 80s, it was adopted by the hip-hop and breakdance communities in New York, becoming a symbol of street culture that continues to appear on the feet of fashion icons today.

Alongside it stars the SPEEDCAT model, born out of the racing world and now a prominent name in fashion discourse. Thanks to its low, foot-hugging silhouette, it integrates naturally into the Low Profile trend — a shift from massive sneakers toward thinner, more minimalist, and precise models.

PUMA continues to expand the SPEEDCAT family with new versions:

SPEEDCAT BALLET: influenced by the silhouette of ballet shoes, offering a feminine interpretation with a Slip-On structure and elastic straps.
SPEEDCAT WEDGE: combines the model's recognized lines with a platform sole and a more feminine silhouette.

The collection is available at PUMA's flagship stores in Big Glilot, Tel Aviv Port, and online at the Factory 54 website. Price range: 140 to 600 shekels.