In a bold move, PUMA India has temporarily rebranded its signage to "PVMA" ahead of its official collaboration with badminton icon PV Sindhu.

This rebrand signals PUMA’s strategic entry into the badminton market and aligns with its efforts to bolster the sport’s popularity.

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The new branding, unveiled at select stores across India, stirred excitement and raised anticipation for the partnership with Sindhu, who has become a household name in the sport. Known for her remarkable achievements, including five world championship medals and multiple Olympic and Commonwealth Games victories, Sindhu is set to be the face of PUMA's new, specialized badminton range. This includes high-performance apparel, footwear, and accessories designed for the modern athlete.

With Gen Z accounting for a significant portion of the fanbase, PUMA’s focus is on inspiring the younger generation of players.

“I’m thrilled to join the PUMA family,” said PV Sindhu, emphasizing the brand's shared belief in the power of sport to inspire.