Puma Partners With Harrdy Sandhu To Strengthen Youth Culture

Sports brand PUMA India has entered a partnership with popular Indian singer Harrdy Sandhu. The new association with the popstar, fashion & fitness icon, actor, sneakerhead and former cricketer comes as part of PUMA’s decisive commitment to connecting with youth culture and strengthening the brand’s geographical relevance.

With this, Harrdy (35) joins PUMA’s roster of ambassadors such as Virat Kohli, KL Rahul, Kareena Kapoor Khan, Yuvraj Singh, MC Mary Kom, Avani Lekhara and Dutee Chand.

Under the partnership, Harrdy will engage with PUMA’s large base of customers and create exclusive content poised to further cement the brand’s market leadership position in India. He will endorse the brand’s footwear, apparel and accessories including select collections.

Speaking on the association, Harrdy Sandhu says, “I am extremely excited about my association with PUMA, a brand known for being at the forefront of all things sports and lifestyle. PUMA is the No. 1 sports brand in the country and drives the sports and lifestyle choices of millions of people and keeps me updated on the latest lifestyle trends. This is an extremely valuable association for me, and I am looking forward to everything PUMA and I have planned this year.”

Commenting on the association, Abhishek Ganguly, Managing Director of PUMA India & Southeast Asia adds, “We are happy to have Harrdy Sandhu in the PUMA family. Harrdy has been a good friend of PUMA and we have now combined this friendship into a partnership. As a brand, PUMA has a strong commitment towards influences on culture. We want to connect and influence our target consumers through all forms of culture such as art, music and cinema along with sports. India is a music-loving nation and hence it is an important part of our dialogue in the country. This confluence of music, culture and sports makes Harrdy a perfect brand-fit and we are confident of a deeper engagement with India’s huge youth cohort with this partnership with him.”

PUMA’s partnership with Harrdy was also informally announced during the company’s recent outbound in Goa where the singer performed live in an exclusive concert for its employees. The two parties joined hands officially today.