Puma India runs one of the most diverse ambassador portfolios in Indian sportswear, deliberately blending global superstar power with multi-sport athlete representation and Bollywood-linked lifestyle faces. The current lineup ranges from sports icons to Bollywood glitz, with each ambassador representing a distinct blend of fashion and sporting spirit rather than a single narrow image.
The anchor of the portfolio remains cricket superstar Virat Kohli. In 2017, Puma India signed Kohli in a deal worth ₹110 crore over an eight-year tenure, making him the first Indian sportsperson to sign a ₹110-crore endorsement deal with a single brand — and he was made Puma’s global brand ambassador. The partnership remains active today, with Kohli continuing to feature in new campaigns, including the AI-led “PUMA-Dive” campaign and ads alongside wife Anushka Sharma for the PUMA x Dapper Dan collection.
Puma’s most recent major move is into badminton: Puma signed two-time Olympic medallist PV Sindhu as brand ambassador in a multi-year deal, and this marks Puma’s official entry into the racquet-sport category, with India being the pioneer market within Puma’s global business for this move. Ahead of the announcement, Puma India even temporarily changed its store signage to “PVMA” as a promotional activation celebrating Sindhu, and the brand cited badminton’s fast-growing 57-million fan base in India, including 27.8 million Gen Z fans, and a 65% rise in active participation over four years, as reasons for the entry. Puma also plans to launch a dedicated high-performance badminton range of footwear, apparel, and accessories alongside the partnership.
India Brand Ambassador Portfolio
| Ambassador | Field | Notes |
|---|---|---|
| Virat Kohli | Cricket | Global brand ambassador; longest-standing, highest-value deal (₹110 crore, signed 2017) |
| PV Sindhu | Badminton | Multi-year deal, debuted at India Open 2025; leads Puma’s new badminton category |
| Harmanpreet Kaur | Cricket (Women’s) | Part of Puma’s athlete roster; signed as a Puma India brand ambassador |
| Mohammed Shami | Cricket | Recently onboarded; endorses Puma’s cricket spikes range |
| Sarabjot Singh | Shooting (Olympian) | Part of the athlete lineup |
| Avani Lekhara | Shooting (Paralympian) | Part of the athlete lineup |
| MC Mary Kom | Boxing | Listed among Puma India’s ambassadors |
| Kareena Kapoor Khan | Bollywood/Lifestyle | Listed among Puma India’s ambassadors |
| Ibrahim Ali Khan Pataudi | Lifestyle | Signed to endorse Puma’s sports-inspired premium limited-edition footwear and apparel, and represents Puma India at events like the Miami Grand Prix |
| Usain Bolt, Neymar Jr. | International legends | Global Puma icons referenced alongside the Indian roster |
Sports Champions Portfolio
Puma India’s athlete-focused roster spans multiple sports, positioning the brand as a “sports-first” player rather than one tied to a single discipline:
- Cricket: Virat Kohli (global ambassador), Harmanpreet Kaur, Mohammed Shami
- Badminton: PV Sindhu (newest addition, category-defining signing)
- Shooting: Sarabjot Singh (Olympian), Avani Lekhara (Paralympian)
- Boxing: MC Mary Kom
- Global icons: Usain Bolt, Neymar Jr. (international Puma athletes referenced in India campaigns)
This spread reflects Puma’s strategy of elevating multiple sports’ profiles in India and inspiring the next generation of athletes, rather than being purely cricket-dependent like many rival brands.
FAQ
Q: Who is Puma India’s main/global brand ambassador?
A: Virat Kohli — he holds the largest, longest-running, and highest-value deal (₹110 crore) and is designated Puma’s global brand ambassador.
Q: Who is Puma’s newest brand ambassador?
A: PV Sindhu, signed in a multi-year deal marking Puma’s first-ever entry into badminton in any market globally.
Q: Does Puma India only use cricketers?
A: No — while cricket (Kohli, Shami, Harmanpreet Kaur) is prominent, the roster also includes badminton (Sindhu), shooting (Sarabjot Singh, Avani Lekhara), boxing (Mary Kom), and Bollywood/lifestyle faces (Kareena Kapoor Khan, Ibrahim Ali Khan Pataudi).
Q: Why did Puma sign PV Sindhu specifically?
A: Badminton is India’s second-most-played urban sport after cricket, with a 57-million fan base and a 65% rise in participation over four years — Puma wanted to capture that growth and Sindhu’s stature as a two-time Olympic medallist made her the natural face for the category.
Q: Is Virat Kohli exclusive to Puma?
A: Kohli is also associated with other major brands like Audi, so his Puma deal is a major but not exclusive endorsement relationship — this is standard for top-tier Indian athlete endorsements.
Q: What campaigns has Kohli done recently for Puma?
A: The AI-led “PUMA-Dive” campaign, and a joint campaign with wife Anushka Sharma for the PUMA x Dapper Dan collection.
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