PUMA India temporarily rebranded to "PVMA" at select stores, creating buzz around their collaboration with badminton star PV Sindhu.
The partnership marks PUMA's first venture into badminton, with India leading this initiative in the global PUMA ecosystem.
PUMA is launching a specialized badminton range featuring high-performance footwear, apparel, and accessories.
PV Sindhu joins PUMA's elite roster alongside stars like Mary Kom, Harmanpreet Kaur, and global icons Usain Bolt and Neymar Jr.
The collaboration will officially debut at India Open 2025, marking a new era for Indian badminton.
Badminton has 57 million fans in India, with 27.8 million being Gen Z, making it the second-most played sport after cricket.
Sindhu, the first Indian to win five badminton world championship medals, was listed in Forbes World's Highest-Paid Female Athletes 2024.
As the most-followed badminton player on Instagram with 4 million followers, Sindhu brings significant social media influence.
The week-long "PVMA" rebranding campaign sparked widespread online speculation and excitement.
The strategic partnership aims to inspire the next generation of athletes, particularly women in sports.