In a major step towards its commitment to back women in the sports ecosystem, sports brand PUMA India has announced the India women’s national cricket team captain Harmanpreet Kaur as its latest brand ambassador. Kaur was on-boarded over a very unique and intriguing social experiment that uncovered the country’s overall mindset towards gender perception in sports.
PUMA posted a cryptic teaser video of a player taking position at the stumps and quizzed the audience to guess PUMA’s next brand ambassador on January 28, 2023. PUMA tracked comments of consumers on Instagram and Twitter, native shopping platform Puma.com and retail stores, and then followed it up with a video that revealed the 33-year-old as its new brand ambassador, thereby breaking moulds, busting archetypes and creating a strong culture for women in cricket and overall sport.
As part of the partnership, Kaur will endorse the brand’s footwear, apparel and accessories through multiple activities and campaigns throughout the year.
With this agreement, Kaur joins PUMA’s illustrious roster, which consists of some of the greatest names from the world of sports, including Virat Kohli, champion sprinter Usain Bolt, football stars Neymar Jr and Sunil Chhetri, celebrated boxer MC Mary Kom, cricketer Harleen Deol and Para-Shooter Avani Lekhara. The sports fraternity, especially PUMA ambassadors, came in full support of Kaur’s grand entry and welcomed her with special messages on social media.
Abhishek Ganguly, Managing Director, PUMA India and Southeast Asia, said:
“We are delighted to welcome skipper Harmanpreet Kaur into the PUMA family. The way she plays — bold and fierce cricket – she is the perfect fit for our brand which embodies the same qualities and ethos. As a brand, PUMA has always stayed ahead of the times and committed to support, celebrate and empower women in sports. This association is a massive step in that direction. Harmanpreet is a sporting icon and, with this partnership, we hope to inspire younger generations and help Indian women’s cricket reach greater heights.“
Harmanpreet Kaur spoke about her new partnership with PUMA, commenting:
“Not many know that I hit my first ODI century in 2013 in a pair of PUMA boots that I received as a token of support in my early years by the brand. Exactly a decade now and I have been roped in as the face of PUMA. I am thrilled to join the biggest sports brand in the country with a star-studded roster. It’s heartening to see a brand such as PUMA support the growth of Indian women’s cricket; it’s crucial for bolstering the progress. This is just the beginning and I am sure this association will encourage a lot of women who dream to make a career in cricket. I look forward to an exciting journey ahead.“
PUMA has been actively contributing to the rise of sports culture in the country by associating with 250+ athletes across cricket, boxing, football and para sports. India has been taking rapid strides in women’s cricket in recent times. PUMA’s determined focus to drive this narrative comes in as a great encouragement for the sport as well as its players, who are passionate and have been working hard to bring laurels for the country at the global stage.