Gurugram: Pro Kabaddi League team Haryana Steelers has partnered with sports brand PUMA India to launch a campaign that positions its players as cultural icons, blending elements of sport, fashion, and music.
The initiative reimagines kabaddi athletes in a stylised format, moving away from traditional portrayals of grit and competition. Drawing inspiration from Haryanvi rap, hip hop, and street culture, the campaign aims to connect with youth audiences by presenting players as trendsetters beyond the mat.
Divyanshu Singh, CEO of Haryana Steelers and JSW Sports, said the collaboration seeks to break stereotypes about kabaddi players. “Kabaddi players are not only athletes; they are cultural icons who inspire a generation,” Singh said. “With this campaign, we wanted to showcase their journey in a way that today’s youth can relate to and look up to.”
PUMA India described the campaign as part of its broader commitment to promoting sports beyond cricket. “As the second most watched sports league in the country, kabaddi is already top of mind for many Indians,” said Shreya Sachdev, Head of Marketing at PUMA India. “The Haryana Steelers team has proven their mettle on the playing field time and again. It’s time their fans get to see them in an all-new avatar off the field as well.”
According to the announcement, the campaign marks the first collaboration of its kind for the team, positioning the Haryana Steelers as a lifestyle statement and expanding kabaddi’s presence in contemporary cultural spaces.