“I’m excited to join the PUMA family,” Sindhu said. “This partnership is an opportunity to connect with people who share a love for pushing boundaries and embracing challenges.” She expressed hope that the partnership would inspire more people, especially women, to take risks and strive for excellence.

Karthik Balagopalan, Managing Director of PUMA India, highlighted the significance of the partnership, noting that Sindhu’s impact on Indian badminton has placed the country on the global map. “This association will help increase PUMA’s presence in the fast-growing Indian sports landscape,” he said.

Ahead of the official announcement, PUMA India made a bold move by temporarily rebranding its store signage to “PVMA,” a tribute to Sindhu. This gesture generated significant buzz online.

The partnership will see the launch of PUMA’s first-ever badminton collection, including footwear, apparel, and accessories, aimed at enhancing on-court performance and offering sports enthusiasts lifestyle-driven options.

The collaboration will debut at the India Open 2025. PUMA’s badminton venture now places Sindhu alongside the brand’s high-profile athlete roster, which includes names like cricketer Harmanpreet Kaur and Olympians MC Mary Kom and Sarabjot Singh.