In a bold move that underscores its commitment to sports innovation, PUMA India has rebranded its signage to “PVMA” in honour of its latest collaboration with badminton superstar and two-time Olympic medallist PV Sindhu. This unprecedented activation heralds PUMA’s official entry into badminton and positions India as a pioneer within the global PUMA ecosystem for the racquet sport.

Ahead of announcing the partnership, PUMA India initiated a unique campaign by temporarily altering its iconic signage at select stores across the country. For nearly a week, “PUMA” transformed into “PVMA,” symbolising the brand’s dedication to Sindhu and the sport she has elevated on the global stage. This bold gesture sparked widespread excitement online, amplifying anticipation for the partnership.

This multi-year collaboration signifies more than just a new chapter for PUMA; it represents the launch of a specialised badminton range featuring high-performance footwear, apparel, and accessories. Sindhu now joins PUMA’s elite roster of athletes, which includes cricket stars Harmanpreet Kaur and Mohammed Shami, Olympian Sarabjot Singh, Paralympian Avani Lekhara, and boxing icon MC Mary Kom. Lifestyle influencers like Kareena Kapoor Khan and Ibrahim Ali Khan Pataudi, along with global legends Usain Bolt and Neymar Jr., round out this impressive line-up.

The collaboration will make its official debut at the India Open 2025, setting the stage for a new era in Indian badminton and redefining the sport’s profile in the country.

Badminton’s popularity in India is at an all-time high, with 57 million fans, as per the 2024 Google-Deloitte Think Sports report. Notably, 27.8 million of these fans belong to Gen Z, indicating the sport’s strong resonance with younger audiences. It has also emerged as the second-most played sport in urban India, following cricket, with a 65% rise in active participation over the past four years.

Sindhu’s partnership with PUMA aims to further this momentum, particularly among young athletes. By leveraging her star power and PUMA’s innovative approach, the collaboration seeks to inspire a new generation of players and elevate badminton’s standing in the Indian sports landscape.

Sindhu’s extraordinary achievements have been instrumental in badminton’s rise as a competitive sport in India. As the first Indian to win five badminton world championship medals, she has also claimed victories at the Olympics, Commonwealth Games, Asian Games, and other prestigious tournaments. Recognised with honours such as the Khel Ratna, Padma Shri, Padma Bhushan, and Arjuna Award, Sindhu has solidified her position as a global icon.

Beyond her accolades, Sindhu was recently listed in the 2024 Forbes World’s Highest-Paid Female Athletes and is the most-followed badminton player on Instagram, boasting an impressive 4 million followers. Her influence extends beyond the court, making her a perfect fit for PUMA’s vision.

Expressing her excitement, Sindhu said, “I’m thrilled to join the PUMA family, a brand that shares my belief in the power of sport to inspire. This partnership is not just about being part of something bigger—it’s an opportunity to connect with those who embrace challenges and push boundaries. Through this collaboration, I hope to inspire others, especially women, to take risks, believe in themselves, and strive for greatness both on and off the court.”

German brand PUMA’s strategic partnership with PV Sindhu signals a transformative moment for Indian badminton. By leveraging Sindhu’s legacy and PUMA’s global influence, the collaboration aims to redefine the sport’s trajectory and inspire the next generation of athletes. The temporary rebranding to “PVMA” is more than just a marketing strategy; it’s a bold declaration of PUMA’s dedication to innovation, inclusivity, and the power of sport to unite and inspire.