Puma Teams Up with Athletics Federation of India to Elevate Athlete Performance

Puma to Sponsor 400 Indian Athletes, Partners with Athletics Federation of India

The partnership aims to enhance athlete performance and foster a culture of excellence in India’s sporting community.

Sports brand PUMA India has become the official kit sponsor for the Athletics Federation of India (AFI), marking a significant step in boosting performance for Indian athletes.

Under a historic multi-year agreement, PUMA will provide high-quality performance kits and travel gear to over 400 athletes under AFI, covering various sports such as track and field, jumps, throws, cross country running, and marathons, for both domestic and international events.

In sports, the margin between victory and defeat can be minute, often determined by fractions of a second. By supplying apparel, footwear, and accessories, PUMA aims to give athletes a competitive edge, ensuring every millisecond counts.

PUMA, a global sports brand, supports 17 federations worldwide, including the Jamaica Athletics Administrative Association and the Brazilian Athletics Confederation.

The partnership with AFI underscores PUMA's commitment to enhancing sports culture in India and fostering the development of current and future athletes.

Arne Freundt, CEO of PUMA SE, stated, “More than 75 years ago, PUMA’s founder Rudolf Dassler envisioned products that give athletes the agility and speed of a puma. We are excited to bring this spirit to AFI. India is a dynamic market, and we hope to inspire the next generation of athletes through this partnership.”

Karthik Balagopalan, MD of PUMA India, added, “We are committed to helping athletes realize their full potential with our world-class products. Partnering with AFI will enable us to support athletes across various disciplines globally.”

Founded in 1946, AFI is the leading body for athletics in India and is affiliated with the World Athletics, Asian Athletics Association, and Indian Olympic Association. This partnership with PUMA is their first with a global sports powerhouse, expected to significantly enhance the performance of India's athletics teams internationally.

Adille Sumariwalla, president of AFI, said, “This partnership with PUMA represents a milestone for India’s athletes. Their high-quality gear will enhance performance and foster a culture of excellence. We are confident this partnership will elevate Indian athletics on the global stage.”

Prominent athletes like Neeraj Chopra, Kishore Kumar Jena, Parul Chaudhary, Murali Sreeshankar, Jyothi Yarraji, Priyanka Goswami, and Jeswin Aldrin will don PUMA gear. However, this deal does not cover the Olympics, Asian Games, and Commonwealth Games.

Neeraj Chopra expressed, “High-quality gear is crucial for high-level practice. This partnership will provide Indian athletes with top-notch training gear, helping us excel in our sport.”

Kishore Kumar Jena added, “PUMA and AFI's collaboration is a milestone for Indian sports. I am excited to see how this partnership will transform our performance at global tournaments.”

Subha Venkatesan commented, “The commitment of AFI and PUMA to nurturing talent and fostering success is commendable. I am confident this partnership will help me achieve my goals this year.”

The partnership was facilitated by IOS Sports & Entertainment. Neerav Tomar, MD of IOS Sports & Entertainment, emphasized, “This collaboration marks a significant moment for Indian athletes. By facilitating this deal, we are equipping athletes with top-notch gear and highlighting our commitment to nurturing talent and fostering success in Indian sports.”

PUMA has established partnerships with various sports teams globally and in India, including football clubs like Manchester City and AC Milan, IPL teams Royal Challengers Bangalore and Delhi Capitals, and brand ambassadors such as Virat Kohli, Usain Bolt, Neymar Jr, MC Mary Kom, Harmanpreet Kaur, and Mohammed Shami.