Mumbai: Global sportswear brand PUMA India has officially partnered with Indian badminton superstar and two-time Olympic medallist PV Sindhu in a multi-year collaboration. This partnership marks PUMA’s foray into badminton, making India a pioneer in the PUMA universe to embrace the racquet sport. Together, PUMA and Sindhu aim to elevate badminton’s profile, inspire young athletes, and solidify PUMA’s commitment to the thriving Indian sports landscape.
Badminton’s fan base in India has grown exponentially, with 57 million followers, according to the 2024 Google-Deloitte Think Sports report. The sport has particularly resonated with Gen Z, who make up nearly half of this audience. With a 65% increase in active participation over four years, badminton is now the second-most played sport in urban areas after cricket. This backdrop sets the stage for PUMA and Sindhu to further broaden the sport’s appeal, especially among younger players.
Sindhu, a global icon and trailblazer, has been instrumental in popularizing badminton in India. As the first Indian to win five world championship medals and a consistent performer across the Olympics, Commonwealth Games, and Asian Games, she has become a symbol of excellence. Her accolades include the Khel Ratna, Padma Shri, Padma Bhushan, and Arjuna Award, further cementing her legendary status. With 4 million Instagram followers, she is also the world’s most-followed badminton player.
PV Sindhu expressed her excitement about joining the PUMA family, “I’m excited to join the PUMA family, a brand that shares my belief in the power of sport to inspire. This partnership with PUMA India isn’t just about being part of something bigger—it is an opportunity to connect with those who value pushing boundaries and embracing challenges. Badminton has always been a platform for growth and self-discovery for me, and 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.”
Karthik Balagopalan, Managing Director, PUMA India, added, “PV Sindhu is a legend and a trailblazer, and we are proud & delighted to welcome her into our PUMA family. She is the most followed badminton athlete in the world. Her extraordinary legacy in Indian sports, which includes a lot of historic firsts, has not only placed India on the badminton map globally but has also inspired millions, pushed the boundaries, and paved the way for future generations of athletes. As we make our first-ever step into badminton, this association will further our goal to increase PUMA’s footprint in the rapidly growing sports landscape in the country, inspiring more youngsters to take up the racquet-sport.”
Ahead of the announcement, PUMA India created a buzz by changing its store signage to “PVMA” in a unique activation celebrating Sindhu. This unprecedented gesture highlighted the brand’s excitement about the partnership.
PUMA is also set to launch a high-performance badminton range, featuring specialized footwear, apparel, and accessories. The collection will redefine on-court performance while catering to the lifestyle aspirations of sports enthusiasts.
Sindhu now joins PUMA’s impressive roster of athletes and icons, including cricketers Harmanpreet Kaur and Mohammed Shami, Olympian Sarabjot Singh, Paralympian Avani Lekhara, and international legends like Usain Bolt and Neymar Jr.
The partnership will make its debut during the India Open 2025, marking the beginning of a dynamic collaboration set to shape the future of badminton in India.
