Why PUMA Changed Its Brand Signage to PVMA

PUMA India renamed itself temporarily as PVMA to celebrate its recent partnership with India’s successful badminton player who won two Olympic medals, PV Sindhu. Through their PVMA Brand campaign and strategic collaboration, PUMA has gained its presence in the badminton segment. It is India, which the company has chosen to be the first market in its global network to present racket sports.

PVMA Brand Campaign: From PUMA to PVMA

Before unveiling Sindhu as its latest recruit, PUMA had built a strong PR campaign. It was by altering its legendary brand signage at multiple stores in India. Thus, the familiar PUMA icon wasn’t seen for almost a week. It brought out the PVMA logo which symbolized the pride for the Indian badminton star. This unique branding activation generated a multitude of conversations on social media with millions of people involved and showed PUMA’s dedication to promoting the Indian sports medals.

Expanding into Badminton with PV Sindhu

The PUMA -PV Sindhu deal is not just about sponsorship. In fact, it is the strenuous labor PUMA wants to put in for the greater good of badminton in India. In the frame of the multiple years of the agreement, PUMA intends to roll out a performance badminton line. The line should include shoes, apparel, and equipment entirely targeted at the amateur, semi-pro, and elite athletes.

PUMA’s elite athlete lineup has just been joined by Sindhu. There are multiple cricket stars like Harmanpreet Kaur and Mohammed Shami, Olympians like Sarabjot Singh and Avani Lekhara, boxing legend MC Mary Kom, and global icons like Usain Bolt and Neymar Jr, being among other impressive representatives of the company.

Debut at India Open 2025

The India Open 2025 is the stage for the official debut of the dynamic partnership between PUMA and Sindhu, with the primary goal being to inspire future generations of badminton players and sports enthusiasts. The synergy of the partnership is such that it will be redefining the landscape of the sport in India. It will be through the commitment to delivering cutting-edge gear to every player.

Badminton’s Rising Popularity in India

The Google-Deloitte Think Sports report (2024) says that badminton is now the most popular sport with a fan base of 57 million. By far the majority of these fans are Gen Z and there are 27.8 million of them. Hence, the event is a testament to the ever-growing popularity of the sport among the youth. On the other hand, badminton is the number two most popular sport in the cities of India. It enjoys a massive 65% increase in participation of players over the last four years. This is cricket’s standing that falls in the category of the current Indian sports situation.

The PUMA collaboration with Sindhu is a strategic move in light of this development, in its efforts to make badminton even more popular. This also to motivate young athletes to engage in the game.

Statements from PV Sindhu and PUMA India

Overwhelmed at this wishful endeavor, Pranesha exclaims, “I’m over the moon to be beside PUMA which is a brand that preaches the same thing as I do, that of violence for wrong. This partnership isn’t just about being part of something bigger. It’s an opportunity to connect with those who value pushing boundaries and embracing challenges. Through this collaboration, I hope to encourage others, especially women, to believe in themselves and strive for more, both on and off the court.”

The man in charge of the organization, Karthik Balagopalan, said,”The fact that the brand known as PV Sindhu has become a legend. As a pioneer, she has immensely defined our endeavor of ushering her in the membership ranks of the PUMA family. Her remarkable contribution to Indian sports has resulted in India achieving recognition in badminton globally. Alongside this, it is hopeful that our association will be the catalytic tool to sustain our PUMA brand expansion in the Indian sport industry.

This partnership, the one between PUMA and PV Sindhu, will be one of the most famous in Indian badminton. The cooperation of Sindhu’s fame with PUMA’s innovative sports gear is exactly the thing. This affiliation ensures that it will be able to pay homage to the generation of athletes and spate the propagation of Badminton in India and Patagonia.

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