20-05-2025
- Business
- Fashion Value Chain
PUMA India Partners with NEB Sports for Major Marathons
Global sportswear brand PUMA India has signed a multi-year partnership with NEB Sports Entertainment, becoming the Official Sportswear Partner for the Mumbai Half Marathon (August 17) and the Wipro Bengaluru Marathon (September 21).
This collaboration is part of PUMA's broader strategy to fuel India's evolving running ecosystem, offering a 360-degree race experience—from expert-led training runs and race-day gear to post-run recovery support. The deal reflects PUMA's increasing presence in India's running culture, which has grown from a fitness trend to a vibrant lifestyle movement.
Karthik Balagopalan, MD of PUMA India, said, 'Running is no longer just a sport in India—it's a lifestyle. With millions of runners and fast-growing participation in marquee events, this partnership reinforces our commitment to elevate the running experience in the country.'
PUMA's NITRO running shoe line has gained dominance, with over 50% of top finishers in key races wearing it since October 2024. Its running business unit is now outpacing overall company growth in India.
In 2024, India's sports economy grew 19% YoY, with marathons making up 23.5% of that growth. PUMA aims to leverage this momentum by promoting performance, participation, and community-building through running.
Nagaraj Adiga, CMD of NEB Sports, added, 'With PUMA onboard, we're excited to expand our vision of creating inclusive and sustainable running events. This partnership empowers runners to pursue wellness with purpose and passion.'
PUMA's marathon contributions include powering events like the Vedanta Delhi Half Marathon, Ladakh Marathon, and Adani Marathon, alongside 250+ training runs and campaigns such as the PUMA x Bumble Singles Run in 2024—strengthening its role in shaping India's running culture.
