PUMA India has rebranded itself as “PVMA” in a bold move to celebrate its new partnership with badminton champion and two-time Olympic medallist PV Sindhu. The temporary rebranding is a tribute to Sindhu and marks PUMA’s official entry into the badminton world, with India leading this shift within PUMA’s global strategy for the sport.
The rebranding, which lasted for nearly a week, involved changing the signage at select PUMA stores across India. The brand name “PUMA” was temporarily replaced with “PVMA,” symbolizing the company’s dedication to Sindhu and her global influence on badminton. This initiative sparked excitement among fans and generated anticipation for the upcoming partnership.
This multi-year collaboration is set to introduce a specialized badminton range, including performance footwear, apparel, and accessories. Sindhu joins a distinguished group of athletes in PUMA’s roster, which already includes cricket stars Harmanpreet Kaur and Mohammed Shami, Olympian Sarabjot Singh, Paralympian Avani Lekhara, and boxing legend MC Mary Kom. Also featured are lifestyle influencers like Kareena Kapoor Khan and Ibrahim Ali Khan Pataudi, along with global icons Usain Bolt and Neymar Jr.
The collaboration will officially debut at the 2025 India Open, heralding a new era for Indian badminton. It aims to elevate the sport’s profile and inspire the next generation of athletes.
Badminton is currently enjoying a surge in popularity in India, with 57 million fans, according to a 2024 Google-Deloitte Think Sports report. Of these, 27.8 million are from Generation Z, highlighting the sport’s growing appeal among younger audiences. It has become the second-most played sport in urban India, following cricket, with a 65% increase in active participation over the past four years.
Sindhu’s collaboration with PUMA is designed to further capitalize on this momentum, particularly among young players. Her influence, combined with PUMA’s innovative approach, is expected to inspire a new generation and elevate badminton’s status in India.
Sindhu’s remarkable achievements, including five world championship medals and victories at the Olympics, Commonwealth Games, and Asian Games, have made her a key figure in the rise of competitive badminton in India. She has earned numerous accolades, including the Khel Ratna, Padma Shri, Padma Bhushan, and Arjuna Award. Recently, she was listed among the 2024 Forbes World’s Highest-Paid Female Athletes and is the most-followed badminton player on Instagram, with 4 million followers.
“I’m thrilled to join the PUMA family, a brand that shares my belief in the power of sport to inspire,” Sindhu said. “This partnership is about connecting with those who embrace challenges and push boundaries. I hope to inspire others, especially women, to take risks, believe in themselves, and strive for greatness both on and off the court.”
The partnership between PUMA and PV Sindhu represents a transformative moment for Indian badminton. It combines Sindhu’s legacy with PUMA’s global presence, aiming to redefine the sport’s future in India. The temporary rebranding to “PVMA” is more than just a marketing tactic; it is a clear statement of PUMA’s commitment to innovation, inclusivity, and the power of sport to inspire and unite.
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