Puma Partners with PV Sindhu as Brand Ambassador
Puma, a global sportswear giant, announced that it had signed PV Sindhu, Indian badminton icon and two-time Olympic medallist, to a multi-year partnership that would be the company's first in the badminton segment. The deal puts India at the top of the Puma universe as the first country it promotes badminton, an affirmation of the brand's intent to develop a sports-first approach while capitalizing on the exponential growth of badminton in India.
The partnership with Sindhu underlines the brand's focus on building a diverse sporting portfolio. The badminton fan base in India is 57 million, and the partnership is aimed at capitalizing on the sport's rising popularity, especially among Gen Z, and to strengthen Puma's presence in the performance-wear segment. The collaboration is expected to double the company's current growth rate in India.
The partnership will officially launch at the India Open 2025 in New Delhi, where Sindhu will represent the brand, setting the stage for future badminton-focused initiatives. "Sindhu is the most followed badminton athlete in the world and a trailblazer for Indian sports".
Her legacy has not only placed India on the global badminton map but has also inspired millions. As Puma makes its first step into badminton, this association aligns with our goal to increase the brand's footprint in India's rapidly growing sports landscape", said Karthik Balagopalan, Managing Director of Puma India.
According to the Google-Deloitte Think Sports report by 2024, badminton is followed as the sport that is practiced the most second only to cricket in urban India. The level of active engagements has increased over the past four years by about 65%, and that is comprised primarily of 27.8 million Gen Z badminton followers. The figure above best typifies Sindhu, who represents the sport: dynamic, energetic and full of exciting potential. That's also something she inspires many young players towards.
Sindhu welcomed the partnership and said, "This collaboration with Puma India is about being pushed to new heights and embracing challenges. Badminton has been a game for growth and self-discovery for me. This association, through encouraging others, especially women, to take risks, have faith in their abilities, and reach for success on the court as well as in life".
Puma India forays into badminton keeping in mind the projections of sports apparel and badminton equipment markets in India. The sports apparel market is expected to grow at a CAGR of 5.9% in the country and will reach $399.5 million by 2030. Meanwhile, the badminton equipment market is also expected to increase from $202.7 million to $304.6 million, which will be majorly driven by the badminton shoes segment, which is witnessing rapid growth.
Later this year, Puma India will be launching a collection tailor-made for badminton enthusiasts, which will further cement its stronghold in the space. The brand's focus on high-performance footwear resonates perfectly with its ultimate objective of serving the participative sports category, covering running, athletics, and now, badminton.
Sindhu becomes a part of Puma's elite roster of athletes and lifestyle ambassadors, consisting of cricketing stars Harmanpreet Kaur and Mohammed Shami, Olympian Sarabjot Singh, Paralympian Avani Lekhara, boxing legend MC Mary Kom, Bollywood icons Kareena Kapoor Khan and Ibrahim Ali Khan Pataudi, and international legends such as Usain Bolt and Neymar Jr.
Puma is strategically expanding badminton within the larger view of inspiring future generations through sport. By engaging in participative sports and the development of athleticism culture, this brand is bound to create an exciting and comprehensive sporting ecosystem.
As Puma enters this new territory, collaboration with Sindhu will sharpen the edges of the sport and grow it in India while increasing the brand presence. It will make India witness the emergence of a vibrant and inclusive sports culture.
