A classic Manchester caff is being given a hip-hop makeover for one night only as PUMA launches its new A$AP Rocky x Manchester City collection.
PUMA is taking over Black Milk in Manchester’s Northern Quarter to mark the arrival of its limited-edition collaboration with ASAP Rocky and Manchester City.
Don’t Be Dumb Caff will open on Friday 4 September, ahead of the rapper’s Manchester concert the following night.
Created with Manchester-based creative and event activation agency Ear to the Ground, the invite-only event will reimagine the traditional caff through the visual world of ASAP Rocky’s 2026 album Don’t Be Dumb.
The activation will bring football, music and street culture together, with the new collection at the heart of an experience designed to give fans a way to engage with the collaboration beyond the clothing itself.
Among the collection is a Manchester City jersey designed by ASAP Rocky. It translates the album’s visual language into football, combining black and archive gold with “DON’T BE DUMB” running down the sleeve and a bold “MANCHESTER” graphic across the back.
The limited-edition range will be available exclusively at Don’t Be Dumb Caff on 4 September, before going on sale at Manchester City’s official stadium store on Rowsley Street the following day.
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“It’s been a genuine privilege to work on a brief like this,” said Owen Laverty, Chief Brand Officer at Ear to the Ground. “PUMA came to us with such a strong creative platform in ASAP ROCKY’s world and a clear vision for what this moment needed to be for Manchester City fans, and our job was simply to bring that brief to life on the ground, in a way that felt authentic to the city.”
Don’t Be Dumb Caff will take place at Black Milk, 88 Oldham Street, Manchester. Further details and imagery from the activation are expected to be released after the event.
EVERYTHING YOU NEED TO KNOW
WHEN: Friday 4th September, ahead of ASAP ROCKY’s Manchester concert the following night.
WHERE: Black Milk, 88 Oldham St, Manchester M4 1LF
KEY DETAILS:
- The limited-edition ASAP ROCKY x PUMA x Manchester City collection, including a Manchester City jersey designed by ASAP ROCKY, will be available exclusively at Don’t Be Dumb Caff on 4th September and at the official Man City stadium store (Gate 11 Rowsley Street M11 3FF) on September 5th.
- The jersey translates the visual language of Don’t Be Dumb into football, pairing black and archive gold with “DON’T BE DUMB” down the sleeve and a bold “MANCHESTER” graphic across the back.
- The activation is invite-only. Full details, imagery and further colour on the night will follow via media alert after the event.
