PUMA recently made waves by rebranding itself as PVMA, with even store names in certain locations reflecting the change. At first, this sparked widespread speculation online¡ªwas it an error by the company? The buzz continued until PUMA finally revealed the move was part of a collaboration with badminton icon and two-time Olympic medallist PV Sindhu. Following the announcement, the internet shifted from confusion to admiration, applauding PUMA for its clever strategy that organically made it the centre of attention. The rebranding created a whirlwind of reactions, proving the power of creative marketing.
Check them out below:
Some reactions even speculated that the "V" in PVMA stood for Virat Kohli. But why Kohli, of all people? The meme below sums it up perfectly:
PUMA has temporarily rebranded its signage to "PVMA" to celebrate its new multi-year partnership with badminton star PV Sindhu. The collaboration is set to officially kick off at the India Open 2025.
By teaming up with Sindhu, PUMA adds yet another high-profile name to its impressive list of ambassadors, which includes cricket sensations Harmanpreet Kaur and Mohammed Shami, Olympian Sarabjot Singh, Paralympian Avani Lekhara, and legendary boxer MC Mary Kom. Bollywood stars like Kareena Kapoor Khan and Ibrahim Ali Khan Pataudi, along with global icons Usain Bolt and Neymar Jr., also represent the brand.
Expressing her excitement, Sindhu described this partnership as a chance to inspire people who dare to challenge limits and pursue excellence. "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," she said.
PU's decision to partner with Sindhu is a strategic move that aligns perfectly with the growing prominence of badminton and its youthful fan base.
According to the 2024 Google-Deloitte Think Sports report, badminton's popularity in India has been soaring, with a staggering 57 million fans.
Among them, 27.8 million belong to Gen Z, showcasing the sport's immense appeal to younger audiences. In urban India, badminton has risen to become the second-most played sport after cricket.
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