Puma ropes in Harrdy Sandhu as brand ambassador

NEW DELHI: German sportswear maker Puma 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 the company’s commitment towards 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, Sandhu 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 & 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 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 Sandhu a perfect brand-fit and we are confident of a deeper engagement with India’s huge youth cohort with this partnership with him.”

Puma has often used the medium of music to connect with its audience. In 2019, the brand had associated with Indian rapper DIVINE of “Gully Boy” fame to extend a message of support to Virat Kohli ahead of the cricket season with an anthem for fans called #SockThem. Globally, the brand is currently associated with Dua Lipa and retails a collaborative collection with her.