Short answer: this is common. Dogs around this age are going through adolescence, and many seem to forget what they knew. It usually passes with patient, consistent training.
PDSA says adolescence runs from about 8 to 12 months, though it varies, and that dogs may be less responsive during it. VCA also notes that a puppy who seems to be ignoring you may be distracted by new interests, or may not have practiced the skill in this setting.
VCA says the skill may not have been practiced in this setting, or something new has your dog's attention. So do not punish. Go back to an easier level: practice somewhere quiet first and reward well. Add distractions slowly. Our article on teenage regression covers more of this.
If your dog also seems anxious, guards things, or reacts to people or dogs, ask your vet to rule out health issues and a qualified trainer to help.
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