Author: Rekha Nair

PUMA and PV Sindhu Serve Up a New Era: Where Badminton Meets Fashion

23rd January 2025: Smashing boundaries both on and off court, Sports Brand PUMA India has just made its biggest serve yet! The brand recently welcomed PV Sindhu, one of India’s most celebrated badminton players, as its newest brand ambassador, and in style! Upon taking the court today at the 2025 Badminton India Open in New Delhi, Sindhu debuted in a voluminous, custom-made, black PUMA jacket layered over a court-dress, and paired with Accelerate Nitro Indoor Court Shoes by PUMA on feet. Completing her look, Sindhu also carried a customised black PUMA bag, adorned with sport-inspired shoelaces, baddy-themed charms and miniatures, including a PV doll and a racquet-shaped face mirror.

PUMA’s tribute jacket for Sindhu is a result of the brand appointing Rhycni, a contemporary Indian homegrown brand launched in 2022, to style one of its existing black jackets. Together, the two brands reimagined the classic black PUMA jacket, incorporating ruched design on the sleeves. This unique feature allows the sleeves to transform into different styles by simply adjusting the strings around the shoulders and arms, adding a versatile and innovative edge to the design.

Sharing her excitement on the partnership, PV Sindhu said,“I’ve always pushed boundaries on the court, and now, I’m thrilled to push those boundaries off the court as well. My partnership with PUMA will create a platform to bring a whole new dimension of style to the badminton court, merging sports and fashion for the first time in the country. I feel, what we wear is more than just an outfit—it’s a statement and a great tool of self-expression. I love athleisure, it’s an everyday essential for me. With PUMA’s versatile range in my wardrobe now, I am excited to mix and match and create looks that are both functional and stylish.”

Reflecting on the collaboration, Rhycni, the co-creator of the jacket said,“At Rhycni, we thrive on the idea of spontaneity, crafting designs fueled by instinct and raw creativity. Every piece is a burst of inspiration, unplanned but with real purpose behind it. Collaborating with PUMA for PV Sindhu has been a thrilling experience. PUMA’s ability to blend performance, innovation, and style really resonates with our approach, making this partnership the perfect platform for creative experimentation. The inspiration behind the jacket is Sindhu—a legendary athlete who embodies femininity in a way that’s subtle yet powerful. We love how our design, and the fabric capture her balance of strength and softness, bringing our shared vision with PUMA to life.”

Additionally, PUMA will soon unveil images from an exclusive photoshoot where Sindhu will bring a bold, stylish edge to the badminton court like-never-before.

With her trailblazing journey and unstoppable spirit, PV Sindhu has cemented her place as a global icon, becoming the most-followed badminton athlete on Instagram with an impressive 4 million fans. As the recipient of numerous prestigious accolades, including the Arjuna Award, Rajiv Gandhi Khel Ratna Award, Padma Shri, and Padma Bhushan, Sindhu continues to inspire excellence both on and off the court. By teaming up with Sindhu, PUMA India is reimagining and redefining badminton, not just as a sport but as a movement rooted in innovation, inclusivity, and bold, cutting-edge style.

In India, Badminton is a vibe! From matches in local lanes to the roar of fans at national tournaments, it’s become the ultimate cultural flex, especially for the youth and millennials. It is the second-most played sport in the country, after cricket, and has seen a remarkable 65% rise in active participation over the past four years. This fast-paced, adrenaline-packed game has everyone hooked, bringing people together across age and gender. The partnership with Sindhu reflects PUMA’s bold vision to unlock badminton’s untapped potential as a high-performance sport in India and build a thriving badminton ecosystem.

To cater to the growing popularity, PUMA will also be launching an exclusive badminton-inspired collection for enthusiasts later this year. From high-performance gear to sleek badminton shoes, the range will cater to players and fans alike, combining top-notch functionality with heavy dose of design.

PUMA has been a driving force in elevating sports culture and championing women in sports across India by collaborating with athletes from cricket, boxing, football, para sports, and badminton. The brand’s commitment to this narrative goes beyond the game itself, celebrating its women athletes as icons of strength and individuality. PUMA’s groundbreaking collaborations with cricketer Harmanpreet Kaur, boxing legend MC Mary Kom, para shooter Avani Lekhara, and most recently cricketer Richa Ghosh, have left an indelible mark, showcasing the perfect fusion of sport and style.