PUMA India forays into badminton with a new brand identity and high-performance collection
18 January 2025, Mumbai
In a groundbreaking move reflecting its dedication to sports innovation, PUMA India has temporarily rebranded its iconic signage to ‘PVMA; to celebrate its collaboration with badminton superstar and two-time Olympic medalist PV Sindhu. This marks PUMA’s official entry into badminton, positioning India as a trailblazer for the sport within the global PUMA ecosystem.
Ahead of the announcement, PUMA India launched a bold campaign by altering its store signage across select locations. For nearly a week, ‘PUMA’ became ‘PVMA,’ symbolizing the brand’s commitment to Sindhu and her significant role in elevating badminton on the global stage. The rebranding generated widespread excitement online, building anticipation for the partnership.
This multi-year collaboration introduces a specialized badminton range featuring high-performance footwear, apparel, and accessories. Sindhu joins PUMA’s elite roster of athletes, which includes cricket stars Harmanpreet Kaur and Mohammed Shami, Olympian Sarabjot Singh, Paralympian Avani Lekhara, and boxing legend MC Mary Kom. PUMA’s brand ambassadors also include global icons like Usain Bolt and Neymar Jr., alongside Bollywood celebrities Kareena Kapoor Khan and Ibrahim Ali Khan Pataudi.
The partnership will officially debut at the India Open 2025, heralding a new era for Indian badminton and amplifying the sport’s profile in the country.
Badminton’s popularity in India is soaring, with 57 million fans, according to the 2024 Google-Deloitte Think Sports report. Of these, 27.8 million are Gen Z, highlighting the sport’s strong appeal among younger audiences. It has also become the second-most played sport in urban India, following cricket, with participation increasing by 65 per cent over the past four years.
Sindhu, the first Indian to win five badminton world championship medals, has been a driving force behind this growth. Her illustrious career includes victories at the Olympics, Commonwealth Games, and Asian Games. Recognized with honors such as the Khel Ratna, Padma Shri, Padma Bhushan, and Arjuna Award, she has also been featured in Forbes' 2024 list of the World’s Highest-Paid Female Athletes.
