PUMA Renames Brand Signage to “PVMA” in Honor of PV Sindhu

Puma India has partnered with Indian badminton star PV Sindhu in a multi-year deal, marking the brand’s official entry into badminton and making India the first country in the Puma network to embrace the sport.

In anticipation of the announcement, Puma executed a unique campaign, temporarily changing its store signage nationwide from “PUMA” to “PVMA” to honor Sindhu, creating significant online buzz.

As part of the partnership, Puma will launch a new line of high-performance badminton products, including footwear, apparel, and accessories.

Sindhu joins a prestigious group of Puma athletes, including cricket stars Harmanpreet Kaur and Mohammed Shami, Olympian Sarabjot Singh, Paralympian Avani Lekhara, boxing champion MC Mary Kom, and global icons like Usain Bolt and Neymar Jr.

The collaboration will debut at the India Open 2025, marking the beginning of Puma’s push to elevate badminton in India, inspire young athletes, and solidify its sports-first presence in the country.

Badminton’s popularity is rising in India, with 57 million fans, including a strong Gen Z following, according to the Google-Deloitte Think Sports report. It has become the second-most played sport in urban areas, after cricket, with a 65% increase in active participation over the past four years. Puma and Sindhu aim to expand the sport’s appeal, especially among younger players.

Sindhu’s exceptional achievements, including being the first Indian to win five badminton world championship medals and earning multiple prestigious awards like the Khel Ratna and Padma Bhushan, have made her a global icon. She is also the world’s most-followed badminton player on Instagram, with 4 million followers.

Sindhu expressed excitement about joining Puma, saying, “This partnership isn’t just about being part of something bigger—it’s about inspiring others, especially women, to take risks and believe in themselves, both on and off the court.”

Karthik Balagopalan, Managing Director of Puma India, praised Sindhu as a trailblazer whose legacy has put India on the global badminton map. He emphasized that this partnership aligns with Puma’s mission to grow its presence in India’s expanding sports market and inspire the next generation of athletes to take up badminton.