Sportswear giant PUMA India has officially partnered with badminton icon PV Sindhu, marking the brand’s entry into the world of badminton. To celebrate the announcement, PUMA temporarily rebranded itself as ‘PVMA’ across several stores in India, creating a buzz among fans and sports enthusiasts.
This collaboration signifies a milestone for PUMA, as it expands its sporting portfolio with a multi-year partnership with Sindhu, a two-time Olympic medallist and badminton trailblazer.
A Strategic Campaign to Spark Curiosity
Ahead of the announcement, PUMA’s bold activation of altering its brand signage to ‘PVMA’ generated widespread speculation and intrigue online. The unexpected move sparked debates about whether the change was permanent or part of a larger marketing stunt, with theories ranging from collaborations with cricket stars like Virat Kohli to Sindhu herself.
The reveal at the India Open 2025 put the speculations to rest, officially cementing Sindhu’s role as the face of PUMA’s foray into badminton.
Elevating Badminton and Sports Culture
Through this partnership, PUMA aims to:
- Launch a high-performance badminton range, including footwear, apparel, and accessories tailored to both performance and lifestyle.
- Strengthen its “sports-first” approach by highlighting badminton as a growing sport in India.
- Inspire young athletes, especially women, to embrace sports as a platform for self-growth and empowerment.
Sindhu’s career achievements, including five world championship medals and multiple Olympic podiums, make her an ideal partner. She’s also India’s most followed badminton player on Instagram, with over 4 million followers, amplifying PUMA’s reach in the country.
Sindhu’s Vision
PV Sindhu expressed excitement about the partnership, saying:
“This collaboration isn’t just about being part of something bigger—it’s about inspiring others to push boundaries, embrace challenges, and believe in their potential. I’m thrilled to join the PUMA family and look forward to encouraging others, especially women, to take risks and strive for greatness both on and off the court.”
A Track Record of Creative Marketing
This campaign reflects PUMA’s consistent use of innovative, influencer-driven strategies. Notable past efforts include actress Anushka Sharma’s staged critique of PUMA for using her photos without consent, which later turned out to be a creative announcement of her endorsement deal.
Joining an Elite League
Sindhu now joins PUMA’s esteemed roster of athletes, including cricket stars Harmanpreet Kaur and Mohammed Shami, boxing legend MC Mary Kom, Paralympian Avani Lekhara, and global icons Usain Bolt and Neymar Jr.
Key Takeaways
PUMA’s partnership with Sindhu is a strategic leap into India’s thriving badminton scene, leveraging her influence to elevate the sport and inspire future athletes. The temporary ‘PVMA’ branding not only turned heads but also underscored PUMA’s knack for innovative marketing, solidifying its position as a forward-thinking brand in India’s sports landscape.
