“PUMA” became “PVMA” on billboards and store signage in India to announce the signing of badminton player PV Sindhu as the brand’s new ambassador. The campaign has generated a lot of buzz and speculation online, with many people initially confused by the change.
PUMA is a well-known sportswear brand. It has officially entered the badminton market in India by partnering with PV Sindhu, a two-time Olympic medalist and prominent badminton player. PUMA temporarily altered its logo to “PVMA” at several stores nationwide to mark this collaboration. It generates significant attention and curiosity among the public.
This strategic move is part of PUMA’s efforts to expand its presence in India’s rapidly growing sports sector. Badminton has seen a substantial increase in popularity. With a fan base of 57 million, including 27.8 million from Generation Z, according to a 2024 Google-Deloitte Think Sports report. The sport has become the second-most played in urban areas, following cricket, with a 65% rise in active participation over the past four years.
As part of the partnership, PUMA plans to launch a high-performance badminton range featuring specialized footwear, apparel, and accessories. The collaboration will debut at the India Open 2025. It will also provide a platform to inspire the next generation of athletes and elevate badminton’s profile in the country.
PV Sindhu expressed her excitement about joining the PUMA family. She emphasizes the shared belief in the power of sport to inspire. She hopes this collaboration will encourage others, especially women, to take risks, believe in themselves, and strive for more on and off the court.
Karthik Balagopalan, Managing Director of PUMA India, highlighted Sindhu’s extraordinary legacy in Indian sports. He also noted that her achievements have placed India on the global badminton map and inspired millions. He believes this association will further PUMA’s goal to increase its footprint in the country’s rapidly growing sports landscape.
The temporary rebranding to “PVMA” created a buzz on the internet, with many speculating about the reasons behind the change. Some thought it was a marketing gimmick, while others considered it a typographical play or a collaborative branding initiative. Regardless, the move successfully drew attention to PUMA’s new venture into badminton and its partnership with PV Sindhu.
This collaboration places PV Sindhu alongside an impressive roster of PUMA’s elite athletes. The list includes cricketing icons Harmanpreet Kaur and Mohammed Shami, Olympian Sarabjot Singh, Paralympian Avani Lekhara, boxing champion MC Mary Kom, and international legends such as Usain Bolt and Neymar Jr.
