PUMA India Announces Landmark Partnership ahead of Paris 2024; Launches Campaign celebrating Indian Olympians

July 12, 2024: The race to the Paris Olympics is on, and sports brand PUMA India is sprinting ahead with a groundbreaking announcement. PUMA India has teamed up with the Indian Olympic Association (IOA) as the official footwear partner.

This partnership ensures that the Indian Olympic contingent will be equipped with PUMA’s best—from sleek travel shoes, backpacks and even yoga mats. Keep an eye on top talents such as javelin champ Kishore Jena, equestrian Anush Agarwalla and sharpshooter Sift Kaur Samra, as they sport PUMA gear on their quest for gold in Paris. In addition, 45 out of the 100+ Indian athletes across sporting disciplines comprise the PUMA contingent at the Paris Olympics, making the largest squad by a brand in the country this year.

But PUMA isn’t just supporting athletes behind the scenes; they are celebrating them on a grand scale. In an electrifying showcase of athleticism and agility, PUMA India’s latest campaign, “See the Game Like We Do” transforms the monumental achievements of three Indian Olympians into urban landmarks across Mumbai today, connecting the extraordinary with the everyday.

Ace shuttler PV Sindhu’s shuttlecock smash speed of 349 kmph, which is triple the speed of Mumbai’s iconic local train, is visualized across the coaches of the prominent Central Line route, starting today. Kishore Jena’s best javelin throw of 87.54 meters, which is high as a skyscraper, is celebrated with a massive imagery on the facade of one of the tallest buildings in the Prabhadevi area of Mumbai. For PR Sreejesh, his lightning-fast reflexes, with a reaction time of about 0.15 seconds—quicker than a blink—is illustrated through an innovative digital billboard on the Eastern Express Highway in Mumbai.

By linking these Olympians’ record-breaking performances to common urban experiences, PUMA‘s campaign vividly demonstrates the world-class caliber of Indian athletes and cements their achievements in the daily landscape. This campaign not only highlights PUMA’s dedication to supporting sports culture but also puts the spotlight on the remarkable feats and extraordinary capabilities of these athletes.

Karthik Balagopalan, Managing Director of PUMA India, shared his perspective on this collaboration and campaign launch, stating, “PUMA is dedicated to empowering athletes to surpass their limits and achieve their full potential. Through our partnership with the Indian Olympic Association, we will provide athletes with best in-class footwear and sports accessories, aiming to support their pursuit of excellence at the Paris Olympics. Additionally, we aim to bring to the fore and recognize the milestones achieved by athletes of our country through this campaign. 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.”

“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. The IOA is deeply committed to enhancing India’s medal prospects at the Paris Olympics, and such collaborations are a crucial step towards achieving that goal,” said Dr PT Usha, President of the Indian Olympic Association and renowned former track-and-field athlete.

Kishore Jena, javelin champ and PUMA ambassador, said, “Support from the fans always plays a critical role for athletes in big tournaments, and it’s heartening to see a global brand like PUMA come forward with this amazing campaign to unite the whole nation, encouraging Indian athletes as we chase Olympic glory. I’m confident that high-quality footwear and sports accessories will help us to produce our best show in Paris, leaving no stone unturned.”