As a result of their most recent collaboration with the badminton superstar PV Sindhu, PUMA India has rebranded its presence to “PVMA”. This marks as a new sport venture for PUMA into badminton while also giving a global outlook to India in the game.

PV Sindhu announcement took PUMA’s India campaign to a different level when they started a trend of dropping ‘U’ ‘M’ and ‘A’ and elevating ‘P’ and ‘3’ resulting in the formation of statement ‘P3A’ alongside with posters of PV Sindhu which generated great hype online.

This partnership sees the introduction of a new and exclusive range of high-performance badminton apparel shoes and accessories. PUMA has in the past worked with a number of sportsmen and sportswomen such as cricketers Harmanpreet Kaur and Mohammed Shami, Olympian Sarabjot Singh, Paralympic Avani Lekhara, and boxing champion MC Mary Kom, film stars Kareena Kapoor Khan and Ibrahim Ali Khan Pataudi, and football stars Usain Bolt and Neymar Jr.

This collaboration is set to launch without a hitch during the India Open 2025 event. Google-Deloitte's Jan 2024 report cites badminton has an audience of 57 million in India. This is the highest audience recorded for badminton in India. Of this audience, 27.8 million are Gen Z, which shows the strong appeal this sport has amongst the youth. In India, the sport's popularity has increased over the years, as evidenced by a 65 percent rise in regular betting. Today, badminton is the second-most played game in urban India after cricket.

The aim of this partnership is to strengthen the position of badminton in the Indian sports market and inspire a fresh wave of players. Sindhu, a five-time world champion and two-time Olympic winner in badminton, is the first Indian to do so. She has also won medals in the Commonwealth Games, the Asian Games, and other renowned events. Khel Ratna, Padma Shri, Padma Bhushan, and Arjuna Award are some of the honors she has received.

“I’m so humbled to be part of the PUMA family because they honor and value sport as I do. It’s much more than being part of a great team, it’s an opportunity to approach the world and those who take up challenges head on and dismantle boundaries. My hope around this collaboration is that I am able to encourage people around the world, especially young women, to take chances, have faith in themselves and work hard to achieve amazing things on set and off., P.V. Sindhu exclaimed while sharing her joy.”