MUMBAI: PKL franchise Haryana Steelers are looking to rewrite the rules of how kabaddi is seen. In a collaboration with sports brand PUMA India, the Official Kit Partner of the team, HS has launched a campaign that takes the sport beyond grit and glory, reimagining its players as cultural icons who embody desi cool. Inspired by Haryanvi rap, hip hop, and street style, the campaign blends the raw energy of kabaddi with the pulse of today’s youth, reflecting the sport’s journey from mitti ke akhadas to global arenas. With this launch, the Steelers step off the mat to become style leaders who bridge sport, fashion, and music—proving that kabaddi belongs as much in stadiums as it does in conversations, playlists, and wardrobes.
Breaking away from the traditional portrayal of kabaddi athletes, the campaign presents players in a never-seen-before avatar. By tapping into subcultural movements shaping youth identity in North India, Haryana Steelers and PUMA is elevating aspiration, transforming players into trendsetters embodying symbols of pride pop and culture, beyond the mat.
Divyanshu Singh, CEO, Haryana Steelers and JSW Sports said, “This collaboration with PUMA is more than just fashion; it’s about breaking stereotypes. Kabaddi players are not only athletes; they are cultural icons who inspire a generation. With this campaign, we wanted to showcase their journey in a way that today’s youth can relate to and look up to. Our aim is to make kabaddi, and the Haryana Steelers, truly aspirational – something that represents pride, ambition, and coolness both on and off the mat.”
Shreya Sachdev, Head of Marketing PUMA India, said, “As the leading sports brand in the country, PUMA believes that investing in Sport, especially beyond just cricket is one of the key pillars of development for a country like ours. As the second most watched sports league in the country, Kabbadi is already top of mind for many Indians. The Haryana Steelers team has proven their mettle on the playing field time and again. It’s time their fans get to see them in all-new avatar as of off-field rockstars as well.”
