The Haryana Steelers have teamed up with PUMA India to launch a groundbreaking campaign that transforms kabaddi players from mat warriors into pop culture icons. This first-of-its-kind collaboration blends traditional sport with modern street style, proving that kabaddi belongs in conversations, playlists, and wardrobes.
Table of Contents
Campaign Overview & Key Details
| Element | Details |
|---|---|
| Partners | Haryana Steelers x PUMA India |
| Campaign Focus | Street style meets kabaddi culture |
| Target Audience | Youth & pop culture enthusiasts |
| Inspiration | Haryanvi rap, hip hop, street fashion |
| Goal | Elevate kabaddi’s cultural status |
| Team Achievement | PKL Season 11 Champions (2024-25) |
From Mat to Mainstream Culture
Breaking traditional athlete stereotypes, this campaign showcases Haryana Steelers players as cultural trendsetters. Drawing inspiration from North India’s subcultural movements—including Haryanvi rap and hip hop—the collaboration transforms these athletes into symbols of “desi cool.”
Divyanshu Singh, CEO of Haryana Steelers and JSW Sports, explained: “This collaboration with PUMA is more than just fashion; it’s about breaking stereotypes. Kabaddi players are not only athletes; they are cultural icons who inspire a generation.”
PUMA’s Vision for Indian Sports
As kabaddi stands as India’s second most-watched sports league, PUMA India recognizes its cultural significance beyond cricket. Shreya Sachdev, Head of Marketing at PUMA India, noted the brand’s commitment to developing diverse sports in India, positioning the Steelers as “off-field rockstars.”
Champions On and Off the Mat
The Haryana Steelers’ credibility stems from their recent PKL Season 11 championship victory. After finishing as league toppers with 15 wins in 22 matches, they defeated Patna Pirates in a thrilling final, proving their dominance both in performance and style.
This partnership represents more than athletic sponsorship—it’s a cultural statement that bridges the gap between traditional Indian sports and contemporary youth culture.
The Future of Sports Marketing
The HS x PUMA collaboration sets a new precedent for sports marketing in India, demonstrating how traditional games can evolve into lifestyle statements. By connecting kabaddi’s raw energy with modern aesthetics, they’re creating aspirational content that resonates with today’s generation.
Available now across PUMA’s official channels and various retail outlets, this campaign marks a pivotal moment in Indian sports culture.
FAQs
What makes this Haryana Steelers campaign unique?
It’s the first kabaddi campaign blending street style with traditional sport culture.
When did Haryana Steelers win their PKL championship?
They won their maiden PKL title in Season 11 (2024-25) defeating Patna Pirates.
