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Business Standard
20-05-2025
- Business
- Business Standard
PUMA India partners with major marathons to boost running culture
PUMA India is expanding its involvement in the country's flourishing running scene by becoming the Official Sportswear Partner for two prominent events—the Mumbai Half Marathon and the Wipro Bengaluru Marathon. The long-term collaboration with NEB Sports Entertainment highlights PUMA's mission to enhance every aspect of a runner's experience—from pre-race training to race day support and post-run recovery. The upcoming 8th edition of the Mumbai Half Marathon will be held on August 17, while the 12th edition of the Wipro Bengaluru Marathon is scheduled for September 21. Through this alliance, PUMA India will provide a comprehensive offering that includes expert-led training sessions, high-performance race gear, and in-race assistance—further embedding the brand into the growing running community across India. Running is rapidly gaining traction in the country, evolving into a lifestyle choice and cultural movement. Karthik Balagopalan, Managing Director of PUMA India, stated, 'Running is reshaping India by fostering communities, encouraging healthier lifestyles, and redefining competitive sports. Partnering with NEB Sports reflects our ongoing commitment to this transformation. With nearly 3 million registered runners and increasing participation in marquee events, this is an ideal moment to support and inspire Indian runners to reach their full potential. Our goal is to help grow the sport and elevate its impact nationwide.' The brand's focus on running is evident in the popularity of its NITRO performance footwear line. Since October 2024, over half of the elite runners placing on podiums at five major Indian races wore PUMA NITRO shoes—demonstrating their widespread trust and appeal. In fact, PUMA's running segment is expanding at a pace faster than its overall business in India, signaling strong consumer interest. India's distance running ecosystem is becoming a key part of the wider sports industry. In 2024, the sports market grew 19% year-over-year, with marathons making up 23.5% of this growth. PUMA is leveraging this momentum with initiatives that boost participation, performance, and the cultural significance of running. Also Read Nagaraj Adiga, Chairman and Managing Director of NEB Sports, shared his enthusiasm: 'We're excited to welcome PUMA India as our official sportswear partner. At NEB, we're committed to building eco-friendly, inclusive race experiences. This partnership supports our vision of promoting wellness and fitness across communities, and we believe it will motivate more people to start running with intention and energy.' PUMA's role in India's running ecosystem extends beyond partnerships. The brand has backed major events like the Vedanta Delhi Half Marathon and Ladakh Marathon, and supported the Adani Marathon. In 2024 alone, PUMA India organized more than 250 training runs across various cities and introduced innovative formats such as the PUMA x Bumble Singles Run, reinforcing its dedication to developing the running culture in India.
Fashion Network
20-05-2025
- Business
- Fashion Network
Puma India signs multi-year deal with NEB Sports
Sports brand Puma India has strengthened its presence in India's rapidly expanding running community by partnering with marathon organisers NEP Sports. With this association, Puma will be the official sportswear partner for the Mumbai Half Marathon and the Wipro Bengaluru Marathon. Through this strategic tie-up, Puma India will provide expert-led training runs, race-day performance gear, on-ground support to participants during and after the race. Commenting on the partnership, Karthik Balagopalan, managing director of Puma India in a statement said, 'The sport of Running is transforming India—shaping lifestyles, building communities, and redefining competition. Our partnership with NEB marks Puma's deeper commitment to fuel this momentum. This partnership further strengthens our commitment to push and elevate the evolution of running in the country.' Nagaraj Adiga, chairman managing director of NEB Sports added, 'At NEB Sports, we have always believed in creating inclusive, eco-conscious sporting experiences that go beyond the racetrack. This association marks an exciting chapter in fostering a culture of health and wellness across communities. Together, we aim to inspire more people to lace up and hit the roads with passion and purpose.' The 8th Mumbai Half Marathon is scheduled for August 17, while the Wipro Bengaluru Marathon will take place on September 21.
