Game Plan: Puma partners with P.V. Sindhu, bolsters women's sports focus
Subscribe to enjoy similar stories. Puma India is taking a powerful leap into badminton, teaming up with Olympic medallist P.V. Sindhu to rally support for women’s sports and grassroots participation, signalling its next big play in the Indian sportswear market.
Speaking to Mint, Karthik Balagopalan, managing director of Puma India, highlighted the strategic importance of the partnership with P.V. Sindhu. “Sindhu has been a pathbreaker for India on the global badminton map.
Our shared commitment to performance and excellence brought us together. This partnership is strategic, not a short-term association," he said. Puma’s latest partnership with Sindhu follows its long-term association with cricket icon Virat Kohli.
The brand signed Kohli in 2017 for a record-breaking eight-year deal, marking one of the most significant endorsement agreements in Indian sports. With Sindhu now joining the roster, Puma aims to strengthen its presence across multiple sports and further reinforce its sports-first identity. Addressing concerns about Sindhu nearing the end of her career, Balagopalan was quick to dispel such notions.
He said that Sindhu has many successful years ahead, making it the perfect time to enter the badminton market. Also read: Celebrity appeal, small towns boost appetite for athleisure brands in India The company views badminton as India’s second-most popular sport, after Cricket, appealing to a wide demographic across age groups and genders. It sees significant potential for both Olympic success and revenue growth in this space.
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