Mumbai: Puma India has partnered with popular Indian singer Harrdy Sandhu. The new association 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.

Speaking of the association, Harrdy Sandhu said, “I am extremely excited about my association with Puma, a brand known for being at the forefront of all things sports and lifestyle. Puma is the No. 1 sports brand in the country and drives the sports and lifestyle choices of millions of people, which keeps me updated on the latest lifestyle trends. This is an extremely valuable association for me, and I am looking forward to everything Puma and I have planned this year.”

Commenting on the association, Puma India & Southeast Asia managing director Abhishek Ganguly said, “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 Harrdy a perfect brand-fit and we are confident of a deeper engagement with India’s huge youth cohort with this partnership with him.”