Sports brand PUMA India has announced its partnership with the Indian Olympic Association (IOA) as the Official Footwear Partner for the Indian contingent at the Paris Olympics. The brand has also launched a mega outdoor campaign to celebrate Indian athletes participating in the 2024 Summer Olympics.

As part of this partnership, over 100 Indian athletes will receive PUMA’s podium and travel footwear, trolleys, backpacks, sippers, yoga mats, headbands, wristbands, socks, and towels designed to maximize their training and comfort during the event. Of these athletes, 45 are part of the PUMA contingent, the largest squad representing a brand from India at the Paris Olympics.

“Through our partnership with the Indian Olympic Association, we will provide athletes with best-in-class footwear and sports accessories to support their pursuit of excellence at the Paris Olympics,” Karthik Balagopalan, Managing Director, PUMA India said.

“I hope our efforts to celebrate our champions will not only inspire others to give their best but also encourage many young and aspiring athletes to take up Olympic sports in India,” Balagopalan added.

“Our partnership with PUMA is pivotal in our mission to elevate the capabilities of our athletes. Equipped with PUMA’s top-quality shoes and accessories, our athletes will be primed to compete at the highest level,” Dr PT Usha, President of the Indian Olympic Association & renowned former track-and-field athlete said.

The campaign, titled ‘See the Game Like We Do,’ features double Olympic medalist PV Sindhu, Olympic bronze medalist and hockey goalkeeper PR Sreejesh, and Asian Games medalist Kishore Jena. The campaign includes a series of outdoor spectacles across Mumbai, showcasing their athletic achievements. PV Sindhu’s smash speed of 349 km/h is highlighted on local train coaches, Kishore Jena’s best throw of 87.54 meters is visualised on a skyscraper-sized structure, and PR Sreejesh’s reflexes are illustrated on a digital billboard.

PUMA athletes, including sport shooter Sift Kaur Samra and equestrian Anush Agarwalla, will use the same gear that has propelled past Olympic medalists such as Usain Bolt and Heike Drechsler.

PUMA has established associations with various sports teams, including global and Indian football clubs such as Manchester City, Borussia Dortmund, AC Milan, Mumbai City FC, and Bengaluru FC, along with IPL teams like Royal Challengers Bengaluru and Delhi Capitals. The brand’s roster of ambassadors includes Virat Kohli, Usain Bolt, Neymar Jr, MC Mary Kom, Harmanpreet Kaur, and Mohammed Shami.