It’s always a tricky one when sports brands try and go all ‘urban’. It can get a bit English council-housey pretty quickly. Think Vicky Pollard from ‘Little Britain’. Still struggling? OK here’s a picture for you of what happens when it all goes tits up.

How refreshing then to see the merger between Puma and Parisian label BWGH has gone so well. The French duo David Obadia and Nelson Hassan, who started their ‘Brooklyn We Go Hard‘ label back in 2010, have made an art form out of blending style and sport.

PUMA is set to release the latest instalment of the collaboration this month, and word on the street is that the collection will pull additional inspiration from famed contemporary New York artist Ethan Cook.

His trademark colour palate of light grey, turquoise and navy blue, along with his use of square and rectangle prints should make for some killer clothes. PUMA plans to use these designs with sophisticated and sleek fits to create an urban-style line which will reflect the melding of sport with urban culture.

You can check out when the new range will drop at PUMA. In the meantime practice your lingo and take up parkour, it will really help your street-cred.