.jpg)
Sportswear giant PUMA India has taken a bold step into the realm of badminton by announcing a multi-year partnership with Indian badminton superstar and two-time Olympic medallist PV Sindhu. This collaboration makes India the first country in PUMA’s portfolio to embrace the racquet sport, further bolstering the brand’s sports-centric identity.
The timing is apt, as badminton’s popularity in India continues to soar. A 2024 Google-Deloitte Think Sports report highlighted a 57-million-strong fanbase, of which 27.8 million are Gen Z. Urban areas have witnessed a 65% surge in participation over the past four years, solidifying badminton as the second-most played sport after cricket.
Sindhu’s illustrious career has been pivotal in shaping badminton’s status in India. With five world championship medals, Olympic triumphs, and accolades including the Khel Ratna, Padma Shri, and Padma Bhushan, she has inspired millions. Recently, Sindhu was listed in Forbes’ 2024 World’s Highest-Paid Female Athletes and remains the world’s most-followed badminton player on Instagram, with 4 million followers.
Commenting on her new role, PV Sindhu said, “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 of PUMA India, remarked, “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 significant buzz by temporarily rebranding several store signs across the nation to ‘PVMA’ in honour of Sindhu. This bold gesture garnered substantial online attention and cemented excitement around the partnership.
PUMA also plans to launch a high-performance badminton range, including specialised footwear, apparel, and accessories, blending on-court functionality with lifestyle appeal.
This partnership places Sindhu among an elite roster of PUMA athletes, including cricketers Harmanpreet Kaur and Mohammed Shami, Olympian Sarabjot Singh, Paralympian Avani Lekhara, and global legends like Usain Bolt and Neymar Jr. The collaboration will officially kick off at the India Open 2025.
