PUMA Partners with Indian Popstar 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, and fitness icon, actor, sneakerhead, and former cricketer comes as part of PUMA’s decisive commitment towards connecting with youth culture and strengthening the brand’s geographical relevance.

With this, Harrdy 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.

Abhishek Ganguly, MD of PUMA India and Southeast Asia, “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 to 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 and Harrdy Sandhu have a long-term friendship. In 2021, Harrdy had launched PUMA’s experiential store at Cyber Hub in Delhi-NCR as a celebrity guest. The store launch was also attended by PUMA brand ambassadors MC Mary Kom, Rupinder Pal Singh, and Washington Sundar.

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.

Globally, the brand is currently associated with Dua Lipa and retails a collaborative collection with her.