Puma India teams up with Harrdy Sandhu to cement market position

23 August 2022, Mumbai

Sports brand Puma India has partnered with popular Indian singer Harrdy Sandhu. The partnership facilitates Sandy’s engagement with the brand’s large base of customers and the creation of exclusive content poised to further cement the brand’s market leadership position in India.

Through this partnership, Sandhu will also endorse the brand’s footwear, apparel, and accessories including select collections.

Sandhu rose to fame with songs such as BijleeBijlee, KyaBaat Aye, Naah and Backbone. The track BijleeBijlee earned a colossal 395 million+ views. In 2021, the singer-actor was seen in the Bollywood sports drama ‘83’’, essaying the role of legendary cricketer Madan Lal.

Sandhu is a former cricketer and played in the U-19 Cricket World Cup India team as a fast bowler in 2004. He is also an avid dancer and a fitness enthusiast.

Puma and Sandhu have a long-term friendship. In 2021, he launched the brand’s experiential store at Cyber Hub in Delhi-NCR as a celebrity guest. The store launch was also attended by PUMA brand ambassadors MC Mary Kom, Rupinder Pal Singh, and Washington Sundar.

Puma has often used the medium of music to connect with its audience. In 2019, the brand associated with Indian rapper DIVINE of “Gully Boy” fame to extend a message of support to Virat Kohli ahead of the cricket season with an anthem for fans called #SockThem.

Globally, the brand is currently associated with DuaLipa and retails a collaborative collection with her.

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