Step into the Game: Puma’s Squid Game Palermo Drops July 10

• Puma and Squid Game unite for a second collaboration, dropping July 10, 2025, with the Palermo sneaker and apparel inspired by the show’s third season.
• This collection blends Puma’s streetwear legacy with Squid Game’s global fandom, offering fans exclusive pieces packed with cultural references.

The Puma x Squid Game collaboration is back, and it’s bigger than ever. Dropping on July 10, 2025, this collection celebrates the third and final season of Netflix’s Squid Game, which premiered on June 27, 2025. The first collaboration in December 2024 flew off the shelves, and this one’s poised to do the same. With the Puma Palermo sneaker at its core, plus apparel and accessories, it’s a love letter to fans of both the brand and the show. Here’s everything to know about the drop.

What’s in the Puma x Squid Game Collection?

This collaboration is not just about the kicks; the whole product range simply screams Squid Game. Bringing forth an intense look at the show with details that talk about new games from season 3 and iconic images from it. Here’s the breakdown:

• Puma Palermo Sneaker: The star of the show. Black suede and leather with bright melon accents. Glow-in-the-dark embroidery on the Formstrip and T-shaped toe. Lace charms shaped like the show’s circle, triangle, and square symbols, plus a “key” charm referencing season 3’s hide-and-seek game. Retail: ~19,800 JPY (£105).
• T7 Tracksuit: Velour track jackets and pants with a staircase pattern inspired by the show’s set design. Co-branded Puma and Squid Game labels. Price range: £60-£120.
• Graphic Tee: Features the protagonist’s “456” number on the back, tying to the show’s lead, Gi-hun. Price: ~£30-£40.
• Accessories: A backpack and cap with Young-hee, the eerie doll from Red Light, Green Light. Price range: £25-£50.

The collection leans into Squid Game’s dark, playful vibe while staying true to Puma’s sporty roots. Quantities are limited, so fans need to move fast.

Where and When to Cop the Collection

Mark your calendars for a special day: July 10, 2025, at 5 AM BST (or July 9 at 9 PM PT). It will be a huge drop across platforms, but this stock is not going to stick around for a while. According to social media postings, the December 2024 Squid Game collaboration was sold out in hours on Foot Locker and Puma.com. Here is where one can shop for them:

• Puma.com: Complete collection of sneakers, apparel, and accessories. Likely has the greatest variety.
• Foot Locker: Presumed to carry the Palermo and some apparel. Check for UK stores or online.
• SNKRDUNK and Other Retailers: They may host raffles for implied limited stockists. Sole Retriever posts updates as it gets closer to release.

Set the alarm and order ready to go. Puma offers email alerts for restocks, so sign up now.

The Squid Game Phenomenon

Squid Game is not just another show; it is a cultural juggernaut. The 2021 show managed to clock 1.65 billion viewing hours on Netflix, thereby ranking first as the most-watched show ever on Netflix, as per Netflix’s 2024 data. The story of the Korean drama about suicidal contestants in deadly childhood games gripped millions with its raw presentation of survival and inequality. Released on June 27, 2025, season 3 wraps up Gi-hun’s story with new games like hide-and-seek, keeping fans glued. The fandom is huge. On X,

#SquidGame is regularly trending, garnishing 2.3 million posts since May 2025 when the season 3 trailer dropped. There is enough time and interest for fans to examine everything from Young-hee’s creepy stare to the iconic green tracksuit. This collaboration taps into that fanaticism by turning the show’s imagery into wearable art.

Why the Palermo Shines

The Puma Palermo is the perfect canvas for this collab. A terrace shoe from Puma’s archive, it’s got retro cred and modern comfort. The Squid Game version elevates it with:

• Black Colourway: Matches the show’s tense vibe, with melon accents for pop.
• Glow-in-the-Dark Details: Embroidered Formstrip and toe that light up, echoing the show’s eerie aesthetic.
• Lace Charms: Circle, triangle, square, and a “key” for season 3’s hide-and-seek game.
• Comfort: Suede and leather upper, gum sole, and plush lining for all-day wear.

The Palermo’s £105 price tag is steep but fair for a limited-edition sneaker. Compare that to Puma’s Sonic the Hedgehog collab, which retailed at £90 and resold for £150+ on StockX. Act fast or face resale markups.

Season 3’s Role in the Collab

Season 3 of Squid Game dives deeper into Gi-hun’s fight against the game’s creators. New challenges, like hide-and-seek, add fresh stakes, while Young-hee and the show’s symbols return. The collab reflects this with details like the “key” charm and staircase patterns, tying directly to the season’s narrative. Netflix reported 85 million views for the season 3 premiere week, showing the hype is still strong.

Fans on X are buzzing about the season’s twists, with 1.2 million posts mentioning “hide-and-seek” since June 2025. The collab’s timing—two weeks after the premiere—keeps it relevant for fans craving more Squid Game in their lives.

Why Fans Are Hyped

Puma and Squid Game fans have plenty to love here. Puma’s streetwear cred, built through collabs like Barbie (2019, £80-£100) and Rihanna Fenty (2016, £120+), makes them a go-to for bold drops. Squid Game fans, meanwhile, get gear that screams their fandom. The “456” tee and Young-hee accessories are instant collectables.

The global sneaker market, valued at £75 billion in 2024 (Statista), thrives on collabs like this. Limited drops create hype, and Puma nailed it. The 2024 Squid Game collection sold out in under 12 hours, per Sneaker News. Expect this one to move even faster.

Styling the Collection

The Puma Squid Game collection is versatile, fitting streetwear and casual looks. Some ideas:

• Streetwear Vibe: Pair the Palermo with black cargo and the “456” tee. Add a bomber jacket for London’s chilly streets.
• Athleisure: Rock the T7 tracksuit with the sneakers for a cohesive look. Perfect for casual outings or Netflix marathons.
• Collector’s Flex: Keep the sneakers pristine and display the charms. The backpack works for everyday carry.

Fans in London’s Shoreditch or Camden will eat this up, blending it with brands like Palace or Supreme. Posts on X show fans planning outfits already, with 500,000+ mentions of #PumaSquidGame since the announcement.

Tips for Scoring the Drop

Limited-edition dropsწ

System: Releases like this are a battlefield. Here’s how to come out on top:

• Be Early: The drop hits at 5 AM BST on July 10. Refresh Puma.com or Foot Locker right at launch.
• Enter Raffles: Check SNKRDUNK or Sole Retriever for raffle opportunities. They can boost chances.
• Avoid Resale Traps: StockX prices for Puma collabs often double post-release. Buy direct to save.
• Protect the Gear: Use suede cleaner for the Palermos. The gum sole scuffs easily.

The 2024 Squid Game Palermos hit £200 on resale within days, per StockX data. Plan to avoid overpaying.

Puma’s Collab Legacy

Puma has never been a stranger to cultural tie-ins. Those Animal Crossing (2021, set according to the size, around £70-£90) and Sonic (2019, £90) partnerships were all about mixing fandom with fashion. This Squid Game drop takes it a step further, focusing more on Palermo and the story for season 3. Shall there be more? Maybe some collabs shall dare to dip into other Netflix shows or UK artists, given the buzzing atmosphere along with the streetwear scene in London.

The global fashion trends suggest that storytelling will continue to be carried out through fashion. Tying pop culture into sportswear keeps Puma miles ahead in the £75 billion sneaker game.

Why This Matters to Fans

The Puma x Squid Game collab is a collector’s dream. For Puma fans, it’s another notch in the brand’s streetwear belt. For Squid Game fans, it’s a wearable piece of the show’s legacy. With 1.65 billion viewing hours and counting, Squid Game has a grip on global culture, and this collection lets fans wear that passion.

Head to Puma’s Oxford Street store or browse online to grab the collection. Share outfit pics on X with #PumaSquidGame—fans are already posting fits, with 300,000+ mentions since the reveal. Which piece is the must-have?