Xavi Simons and Skepta unite with PUMA to crown North London’s fiercest ballers as the KING 20 makes its striking debut, blending football heritage with street culture.

09 November 2025 — North London

PUMA has once again proven its cultural dominance, unveiling the 20th generation of the iconic PUMA KING in a launch that felt less like a product debut and more like a seismic cultural moment. The KING 20, teased in recent weeks on the pitch by Xavi Simons, arrived in a striking new colorway — a modern crown for a modern era of football royalty.

To celebrate the new silhouette, PUMA orchestrated a dynamic collision of sport, music, and street culture by partnering two of the most exciting forces of the moment: Xavi Simons and Skepta. Their mission? To find North London’s true kings — the players who don’t shy away from risk, who trust their instincts, who play with fearless precision and undeniable flair.

The search unfolded across North London’s pitches, where Xavi scouted for athletes who embodied the revered KING mentality. These weren’t just players with technical skill; they were players who carried presence, personality, and purpose. From cage football brilliance to raw street-talent energy, the scouting journey set the stage for something far bigger.

That crescendo arrived with one of the coldest collaborations of the year: a KING 1v1 tournament, hosted by Xavi, PUMA, and North London’s own Skepta. Under the floodlights, 16 standout prospects battled for a crown that meant more than glory. At stake: a pair of exclusive gold KING 20s, two Premier League tickets, and — the ultimate dream — a PUMA boot deal. When the final whistle blew, one player stood above the rest, crowned the KING of North London.

“North London showed out and shut it down,” Xavi Simons said following the event. “I knew they had the KING mentality here. I loved connecting with the local community and with the legend Skepta — top guy! The culture, the vibe, the young talent, it’s just so unique here, and I’m blessed to experience it daily. Real ballers.”

The new PUMA KING 20 stands as a flawless merge of heritage and reinvention. Crafted for players who control the pitch with grace and authority, the boot elevates touch, enhances precision, and wraps the foot in uncompromising comfort. It is tradition reimagined — a boot built not only to honor football royalty but to create new kings.

With Xavi Simons, Skepta, and a city alive with passion behind it, the KING 20 launch didn’t just introduce a football boot. It ignited a movement — one where culture, creativity, and football converge, and where the next generation of kings are already rising.

The PUMA KING 20 Launch Edition is available in PUMA stores, http://puma.com and at specialist retailers with global release from the 13th November.