In a bold move that underscores its commitment to sporting innovation, PUMA India has changed its signage to “PVMA” in honor of its latest collaboration with badminton superstar and two-time Olympic medalist P. V. Sindhu. This unprecedented activation marks PUMA’s official entry into badminton and makes India a pioneer in PUMA’s global racquet sport ecosystem.
Before announcing the partnership, PUMA India initiated a unique campaign by temporarily changing the iconic signage in select stores across the country. For almost a week, ‘PUMA’ morphed into ‘PVMA’, symbolizing Sindhu’s brand dedication and the sport she brought to the world stage. The bold gesture caused widespread excitement online, heightening anticipation for the partnership.
This multi-year collaboration marks more than just a new chapter for PUMA; it represents the launch of a specialized badminton line that includes high-performance shoes, apparel and accessories. Sindhu has now joined an elite list of PUMA athletes that includes cricket stars Harmanpreet Kaur and Mohammed Shami, Olympian Sarabjot Singh, Paralympian Avani Lekhara and boxing icon Mary Kom. Influencers like Kareena Kapoor Khan and Ibrahim Ali Khan Pataudi, as well as global legends Usain Bolt and Neymar Jr round out this impressive line-up.
The collaboration will make its official debut at the 2025 India Open, laying the foundation for a new era in Indian badminton and redefining the profile of the sport in the country.
According to the 2024 Google and Deloitte Think Sports report, the popularity of badminton in India has reached an all-time high of 57 million fans. Notably, 27.8 million of those fans are Gen Z, indicating the sport’s strong resonance with a younger audience. It has also become the second most popular sport in urban India after cricket, with active participation increasing by 65% in the last four years.
Sindhu’s partnership with PUMA aims to build on that momentum, especially among young athletes. Using her star power and PUMA’s innovative approach, the collaboration aims to inspire a new generation of players and elevate the position of badminton in Indian sports landscape.
Sindhu’s extraordinary achievements have contributed to the growth of badminton as a sport in India. As the first Indian woman to win five Badminton World Championship medals, she has also won at the Olympics, Commonwealth Games, Asian Games and other prestigious tournaments. Awarded with awards such as Khel Ratna, Padma Shri, Padma Bhushan and Arjuna, Sindhu has cemented her position as a global icon.
Apart from her accolades, Sindhu was recently named in the Forbes World’s Highest-Paid Sportswomen 2024 list and is the most popular badminton player on Instagram, boasting an impressive 4 million followers. Her influence extends beyond the court, making her a perfect fit for PUMA’s vision.
Expressing her excitement, Sindhu said, “I am thrilled to join the PUMA family, a brand that shares my belief in the power of sports to inspire. This partnership isn’t just about being part of something bigger – it’s about connecting with those who are challenging and pushing the boundaries. Through this collaboration, I hope to inspire others, especially women, to take risks, believe in themselves and strive for greatness both on and off the court.”
PUMA’s strategic partnership with PV Sindhu marks a transformative moment for Indian badminton. Leveraging Sindhu’s legacy and PUMA’s global influence, the collaboration aims to redefine the trajectory of the sport and inspire the next generation of athletes. The temporary rebranding to “PVMA” is more than just a marketing strategy; it’s a bold declaration of PUMA’s commitment to innovation, inclusivity and the power of sport to unite and inspire.
