Hyderabad: Hundred, a global performance-focused sports brand, has partnered with badminton legend Srikanth Kidambi, the Padma Shri Awardee and former World #1 Men’s Singles player. Srikanth’s collaboration with Hundred is a pivotal step in the brand’s mission to expand its footprint in the Indian badminton market.
This strategic partnership will make its official debut at the prestigious Indonesia Masters 2025, underscoring Hundred’s dedication to inspiring and empowering the next generation of badminton enthusiasts.
According to the 2024 Google-Deloitte Think Sports report, badminton has now become the second most popular sport among Gen Z in India, just behind cricket. Srikanth Kidambi’s association with Hundred is a testament to the brand’s commitment to the growth of the sport in India, as well as its effort to nurture emerging talent and elevate Indian athletes on the global stage.
Manak Kapoor, Director, Hundred Singapore, stated, “Welcoming Srikanth to the Hundred family is a testament to our commitment to pushing the boundaries of badminton globally. We see Srikanth as a pivotal figure in driving this mission, particularly in India, where his legacy and influence can inspire young players to embrace the sport, take it seriously, and compete at the highest levels.”
Srikanth, speaking about the collaboration, shared, “I am thrilled to partner with Hundred, a brand that resonates with my passion for performance and pushing boundaries. Together, we aim to inspire the next generation of badminton players.”
Vishal Jain, Director of Hundred India, further emphasized, “Badminton has seen tremendous growth in India over the past decade, becoming the second most played sport among the younger generation. At Hundred, we are strategically positioning ourselves to capture this momentum, not just by delivering high-performance products but by actively pushing the sport and the industry forward.”
Srikanth Kidambi is now a proud member of “Club Hundred,” an exclusive group of global badminton stars that includes athletes from around the world, including Line Kjaersfeldt, Rasmus Gemke, Mads Christophersen, Alexandra Boje, Dejan Ferdinansyah, and Gloria Emanuelle Widjaja.
Hundred is collaborating with Srikanth Kidambi on a range of exclusive product launches, which will debut in global markets. These high-performance products, designed for both professionals and enthusiasts, will exemplify innovation and quality. This collaboration further solidifies Hundred’s reputation as the brand of choice for top-performing athletes worldwide.
