Sports brand PUMA India recently created a buzz by rebranding itself as ‘PVMA’ at select stores across the country. The temporary rebranding sparked curiosity online, with fans speculating the reason behind the change. On January 13, 2025, the brand officially announced its multi-year partnership with Indian badminton icon and two-time Olympic medallist, PV Sindhu.
This strategic move marks PUMA’s official foray into badminton and showcases its commitment to promoting the sport in India.
PV Sindhu: A Trailblazer in Indian Badminton
As the first Indian to win five badminton world championship medals, PV Sindhu is a global icon in the sport. She has brought home laurels from the Olympics, Commonwealth Games, and Asian Games, earning prestigious accolades like the Khel Ratna, Padma Shri, Padma Bhushan, and Arjuna Award.
Sindhu’s achievements have elevated badminton’s status in India, inspiring millions to take up the sport. With over 4 million Instagram followers, she is the world’s most-followed badminton player and a leading voice for female athletes.
PV Sindhu as brand ambassador of PUMA
Partnering with PV Sindhu, PUMA aims to strengthen its sports-first identity and expand its portfolio. The collaboration debuts at the India Open 2025, with plans to launch a specialised badminton range. This high-performance collection will include footwear, apparel, and accessories designed to enhance on-court performance while meeting the lifestyle aspirations of sports enthusiasts.
Also Read: Britannia unveils ‘Nature Shapes Britannia’ campaign to promote sustainability
PV Sindhu on Joining PUMA
“I’m excited to join the PUMA family, a brand that shares my belief in the power of sport to inspire,” Sindhu said. “Through this collaboration, I hope to encourage others, especially women, to take risks, believe in themselves, and strive for more—both on and off the court.”
PUMA’s Vision for Sports in India
Karthik Balagopalan, managing director of PUMA India, said, “PV Sindhu is a legend and a trailblazer. Her extraordinary legacy has not only placed India on the global badminton map but also inspired millions. This partnership will further our mission to increase PUMA’s footprint in India’s growing sports landscape.”
Also Read: John Cena Joins McDonald’s to Launch McValue Menu Amid WWE Farewell
A History of Influencer-Driven Campaigns
This isn’t PUMA India’s first innovative marketing strategy. In 2022, Bollywood actress Anushka Sharma criticized PUMA for the unauthorised use of her photos, only to later reveal it was part of a brand endorsement campaign.
With Sindhu, PUMA continues its trend of impactful influencer-driven campaigns, joining her alongside elite athletes like Harmanpreet Kaur, MC Mary Kom, and international icons Usain Bolt and Neymar Jr.
Conclusion
PUMA’s partnership with PV Sindhu signifies more than just an endorsement. It highlights the brand’s dedication to elevating sports culture in India and inspiring the next generation of athletes. By stepping into badminton, PUMA is poised to reshape the sport’s identity in the country.
