Bangalore : Global sports brand PUMA is ready to shock the sound waves of India’s alternate culture, in the latest partnership with Indian rapper, lyricist, hip-hop artist and music producer Brodha V, also known as Vignesh Shivanand. A unique and authentic figure of India’s hip-hop scene, Brodha V will be a leading face and voice of PUMA’s sport-style campaigns in India.
PUMA has been a catalyst for the growth of hip-hop culture and the community in India and through this association with Brodha V, the brand aims at further cementing its footprint in the space.
Talking about the association Brodha V said, “I am super stoked to be part of the PUMA family. When partnering with a brand, it was very important for me to believe the association works in synergy with my personal ethos and sense of style, and PUMA proved to be a perfect fit. PUMA has been known for providing a platform for hip-hop culture in India, and have been at the forefront in doing so. With this partnership, I look forward to doing some amazing work with the brand, and help elevate PUMA and my brand of music to the next level.”
The announcement was unveiled in true PUMA style by Brodha V and PUMA India on their respective Instagram handles earlier today.
PUMA’s iconic Suede Gully campaign in 2017, was a game changer that magnified the voice of today’s hustlers in Indian hip-hop. This campaign was a landmark platform that enabled unique artists to come together and express themselves. The partnership with Brodha V further authenticates PUMA’s commitment to promote the growth of India’s underground, but fast surfacing street culture.