The social media gets overloaded with news about the rebranding of Puma. It is sparking widespread discussion among customers as well as industry experts about why Puma changed its brand logo to PVMA on all the billboards across India. Well, Puma India has rebranded its signage to “PVMA” from “PUMA” because it collaborated with the badminton superstar and two-time Olympic medalist of India, PV Sindhu. So, is it a permanent change or just a publicity stunt of the brand?
The rebranding story of PUMA India
Well, the decision to rebrand the brand logo from PUMA to PVMA has created curiosity and excitement in the sportswear giants internationally. If you still do not understand the reason behind this rebranding, then you need to know about how brand marketing works. Brands often try new and unique marketing strategies to create a buzz in the market and enhance their brand visibility and Puma has done similar as well.
Well, in the case of Puma, their temporary decision to change the brand name to PVMA highlights their marketing expertise to grab the attention of customers and spark curiosity among them. They use “PV” to represent their brand partnership with PV Sindhu.
The brand has made a strategic marketing step to generate hype and deliver the message that they are serious about taking entry into the badminton market. PV Sindhu is a global icon and household name in India. Henceforth, partnering with her to enter the badminton market can grab the attention of her massive fanbase in India.
India has a large market size of badminton sports. In 2023, the revenue of this market was around $202.7 million and it is expected to reach $304.6 million by the end of 2030. Badminton has gained significant popularity in the Indian market, especially among Gen Z demographics. Puma strategically identified this trend in India and strategically positioned itself to produce badminton merchandise with a significant collaboration with the badminton icon of India, PV Sindhu.
By tapping into the badminton popularity with the star power of PV Sindhu, the brand launched a new product line of high-performance footwear, accessories and apparel that is exclusively designed for badminton athletes and available in every Puma Store.
The marketing genius of Puma
It might be a few weeks since the news of the rebranding of the brand in every Puma store has been speculated over social media. People from rural areas like Hyderabad, Mumbai, Bangalore and so on were amazed and shocked by exploring that Puma is now PVMA as it also changed its name on its local stores.
Well, strategically, the brand does not inform previously that they are changing their brand name. Rather, they take a sudden decision to showcase PVMA rather than PUMA which creates a lot of curiosity and questions in the minds of the customers. No one knows why Puma did that and there was no news of that.
Fans initially wondered that Puma might tie in with the cricket superstar Virat Kohli and the letter “V” instead of “U” might highlight the partnership with Virat Kohli. This became the talk of the town, where people get highly curious about what is the real reason for rebranding.
When Puma finds that they have created hype in the market, they reveal that it is just their temporary campaign marketing of launching a new product line of badminton sports for which they have made a partnership with the household name and badminton player PV Sindhu. The rebranding is temporary and they are just increasing their brand awareness in the market.
The marketing genius of Puma can be highlighted from this incident. They tap the rising trend of badminton in India and use cultural relevance through influencer marketing by choosing PV Sindhu as the brand ambassador of their newly launched product line. Strategically they positioned in the badminton market and created a competitive place for other brands like Adidas, Nike and so on.
Historical context of marketing strategies of Puma
Puma is known as the leading German sportswear firm at the global level that specializes in apparel, footwear and accessories. Since its establishment in 1948, the brand has created a premium positioning in the sportswear market because of its expertise in marketing strategies. With its unique marketing movements, it mainly targets the athletes, style-conscious millennials and Gen Z.
However, over the years, the brand has significantly collaborated with iconic athletes such as Usain Bolt, Neyman Jr and so on. However, in India, Puma collaborated with famous athletes like Mohammad Shami, Virat Kohli, MC Mary Kom and so on. To target the Gen Z demographic they choose Ibrahim Ali Khan and Shanaya Kapoor as their brand ambassador.
One of the unique selling points of Puma that helps the brand set itself apart from its competitors in the market is its ability to capture untapped marketing opportunities. Puma identified the popularity of badminton among Gen Z and millennials created a dedicated product line in this category and collaborated with the badminton icon of India PV Sindhu. While Adidas and Nike often focus on mainstream sports like cricket and football, Puma captured badminton which helped them to improve their brand awareness in the Indian market.
Another similar event can be highlighted as Puma’s bold step to enter the esports market with a collaboration with Cloud9 in 2019. With this partnership, Puma launched some exclusive gaming apparel and this move of them has allowed them to tap the younger demographics with the growing trend of esports in the market.
Another strategic step in Puma’s marketing field can be tracked to the collaboration with Usain Bolt. The track-and-field legend Usain Bolt has helped Puma to elevate its status in the athletic community. Even, the localization idea of Puma in the Indian market has allowed it to partner with renowned athletes like Virat Kohli, boxer Mary Com, fast-bowler Muhammad Shami and so on.
Brand value of PV Sindhu
PV Sindhu has been known as the most celebrated athlete in India. She owns a two-time Olympic medal and she is a global icon. Her qualities of determination, perseverance and excellence have helped her to gain success on the international stage and build recognition worldwide. Puma has chosen her as a brand ambassador because of her abilities that align with the brand ethos of “Forever Faster” and she will be the right person to grab the attention of millions of people in India and worldwide.
Besides being the brand ambassador of Puma, she is also the brand ambassador of other companies like Hoop and Greenday. Even some sources have also mentioned her recent talk with two technical equipment companies as her endorsement deal with Lin-Ning has been coming to an end. The companies have been offering her ₹4 crore per year deal for four years.
However, she as a brand ambassador might draw the attention of the growing badminton market, especially the Gen Z demographics for Puma. Adidas capitalize on the football market by working with football superstar Lionel Messi; similarly, Nike collaborates with Serena Williams, the tennis legend to expand its market share.
FAQ
Why did PUMA rebrand its logo to PVMA in India?
PUMA India has rebranded its signage to “PVMA” from “PUMA” because it collaborated with the badminton superstar and two-time Olympic medalist of India, PV Sindhu.
Is the PVMA rebranding a permanent change or a temporary marketing campaign?
The rebranding is temporary, and they are just increasing their brand awareness in the market.
What is the significance of PV Sindhu’s collaboration with PUMA?
By tapping into the badminton popularity with the star power of PV Sindhu, the brand launched a new product line of high-performance footwear, accessories, and apparel that is exclusively designed for badminton athletes and available in every PUMA store.
How does PV Sindhu align with PUMA’s brand values?
PV Sindhu has been known as the most celebrated athlete in India. Her qualities of determination, perseverance, and excellence have helped her to gain success on the international stage and build recognition worldwide. Puma has chosen her as a brand ambassador because of her abilities that align with the brand ethos of “Forever Faster.”
What new product lines has PUMA launched as part of its collaboration with PV Sindhu?
PUMA launched a new product line of high-performance footwear, accessories, and apparel that is exclusively designed for badminton athletes.
How does PUMA’s partnership with PV Sindhu help the brand tap into the badminton market in India?
Badminton has gained significant popularity in the Indian market, especially among Gen Z demographics. PUMA strategically identified this trend in India and positioned itself to produce badminton merchandise with a significant collaboration with the badminton icon of India, PV Sindhu.
How does PUMA’s marketing strategy differ from competitors like Adidas and Nike?
While Adidas and Nike often focus on mainstream sports like cricket and football, PUMA captured badminton, which helped them to improve their brand awareness in the Indian market.
What other athletes and influencers have partnered with PUMA globally and in India?
Puma has significantly collaborated with iconic athletes such as Usain Bolt and Neyman Jr. In India, Puma collaborated with famous athletes like Mohammad Shami, Virat Kohli, and MC Mary Kom. To target the Gen Z demographic, they chose Ibrahim Ali Khan and Shanaya Kapoor as their brand ambassadors.
How has PUMA capitalized on cultural and sports trends in India with this rebranding?
Puma identified the popularity of badminton among Gen Z and millennials, created a dedicated product line in this category, and collaborated with the badminton icon of India, PV Sindhu. They strategically positioned themselves in the badminton market and created a competitive place for other brands like Adidas and Nike.
What role does PV Sindhu’s brand value play in increasing PUMA’s visibility and market share?
PV Sindhu is a global icon and household name in India. Partnering with her to enter the badminton market can grab the attention of her massive fanbase in India.
