PUMA Turned Our Café into the Don't Be Dumb Caff for One Night

On Friday 4 September 2026, the night before A$AP Rocky played Co-op Live, PUMA and Manchester City launched a limited edition jersey inspired by his album Don't Be Dumb. Sold in Manchester only, first come first served, and the first place anyone could buy it was BLACK MILK.

For one night 88 Oldham Street became the Don't Be Dumb Caff: a pop-up bringing fans and the local community together around football, music and street culture, with the black and archive gold longsleeve on sale from 4pm.

Ear to the Ground, the Northern Quarter sports and music agency, booked the café for three days: build on the Thursday, the event on the Friday, and reset on the Saturday morning so the café could open for lunch. The windows and side wall were covered in decals, the café was cleared for the fit-out, and a DJ played inside while a queue barrier ran along the pavement for fans waiting to get in.

It was an alcohol-free event with soft drinks supplied by BLACK MILK, 500 cans in all, music until 10pm, and door security from Practical Event Solutions managing the 60-at-a-time capacity. The jersey was sold on site, with a second drop at the Etihad Stadium store the next morning before City played Coventry.

• The Don't Be Dumb Caff: the café redressed as a one-night pop-up shop, decals across the windows and side wall.
• The drop: the longsleeve jersey in black and archive gold, with DON'T BE DUMB down the sleeve and MANCHESTER across the back, plus A$AP 11 name and number printing on the 26/27 kits.
• DJ and queue: music inside, fans queuing along Oldham Street, 60 in at a time.

• Fans: around 300 through the door over the evening, 60 inside at any one time.
• Turnaround: built Thursday, live Friday, café open again for Saturday lunch.
• Press: named as the venue in Manchester City's own announcement and in Sports Illustrated.