Typo or tactic: PUMA ad plastered across OOH with PVMA

PUMA India has reportedly plastered OOH ads with "PVMA". This comes as part of its latest collaboration with two-time Olympic medalist and badminton icon PV Sindhu. According to Times of India (TOI), the sportswear brand launched a unique campaign by temporarily altering is signage at selected stores across the country.

PUMA reportedly made the switch to "PVMA" to highlight the brand's partnership with Sindhu by including her initials in the brand's name. The move sparked buzz online, with some speculating the signage could have been a "marketing mistake". 

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After much talk about the possible "blunder", PUMA India later revealed their partnership with the sports star, welcoming Sindhu to the PUMA family in an Instagram post. 

Sindhu is well-known amongst badminton fans for her success at the Olympic Games in Rio. The star made history in 2016 by winning a silver medal, becoming the first Indian female to win Olympic silver in the sport. 

Her record-breaking hits didn't stop there as she went on to clinch gold at the 2020 Tokyo Olympics during the women's singles. 

TOI reported that the multi-year collaboration with Sindhu represents PUMA's entrance into the badminton world as the launch features a specialised badminton range including high-performance footwear, apparel and accessories. 

PUMA India's move into the badminton sphere reportedly follows the release Google-Deloitte's recent Think Sports report, which noted badminton's popularity in the country with around 57 million fans. 

The partnership will reportedly make its official debut at the India Open 2025. 

MARKETING-INTERACTIVE has reached out to PUMA for more information. 

PUMA is no stranger to bold athlete collaborations. In October last year, the brand launched the latest chapter of its first worldwide brand campaign in 10 years, “Forever. Faster. – See the game like we do".

The newest chapter is dedicated to establishing the brand’s position as a leader in basketball and igniting the future of its hoops division, it said in a statement. 

The 2024 Hoops campaign is all about seeing the game differently and invites all to see the game like PUMA does: determined to win, ready to show out, and playing for the joy of the game.

The campaign features PUMA Hoops athletes Breanna Stewart, Flau’jae Johnson, Scoot Henderson, LaMelo Ball, and the brand’s most recent signee Tyrese Haliburton, and draws upon each player’s unique perspective on the game.

“Since the start we’ve always tried to tell the story of basketball through the lens of the player, seeing the game the way they do, both on the court and off the court. This approach has allowed us to connect those unique viewpoints with disruptive product and storytelling - impactful to anyone around the game,” said Max Staiger, global head of PUMA Basketball.

Photo courtesy of Vikas Chawla, LinkedIn. 

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