PUMA now PVMA ?
In a bold move, PUMA India temporarily rebranded its iconic 'PUMA' signage to 'PVMA' across select stores nationwide. This initiative was part of a multi-year collaboration with badminton superstar and two-time Olympic medallist PV Sindhu, marking PUMA's official entry into the badminton market.
The rebranding involved replacing 'PU' with 'PV' to incorporate Sindhu's initials, a change implemented discreetly and without prior announcement. This led to widespread curiosity among shoppers, with many questioning whether the alteration was a mistake or a strategic move by the brand.
Karthik Balagopalan, Managing Director of PUMA India, acknowledged the campaign's disruptive nature, stating that while the concept was straightforward, its execution required meticulous planning and discretion. He noted that the virality generated underscored how minor tweaks can capture massive attention.
This collaboration signifies more than just a new chapter for PUMA; it represents the launch of a specialised badminton range featuring high-performance footwear, apparel, and accessories. Sindhu now joins PUMA’s elite roster of athletes, which includes cricket stars Harmanpreet Kaur and Mohammed Shami, Olympian Sarabjot Singh, Paralympian Avani Lekhara, and boxing icon MC Mary Kom.
The partnership will make its official debut at the India Open 2025, setting the stage for a new era in Indian badminton and redefining the sport’s profile in the country.
Badminton’s popularity in India is at an all-time high, with 57 million fans, as per the 2024 Google-Deloitte Think Sports report. Notably, 27.8 million of these fans belong to Gen Z, indicating the sport’s strong resonance with younger audiences. It has also emerged as the second-most played sport in urban India, following cricket, with a 65% rise in active participation over the past four years.
Sindhu’s partnership with PUMA aims to further this momentum, particularly among young athletes. By leveraging her star power and PUMA’s innovative approach, the collaboration seeks to inspire a new generation of players and elevate badminton’s standing in the Indian sports landscape.
As PUMA India ventures into the badminton segment, the industry watches closely to see how this bold strategy will impact its market position and consumer perception in the long term.
Source : Online News
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