Puma has announced the appointment of Indian women’s cricket team captain Harmanpreet Kaur as brand ambassador.
The announcement was made after a social experiment that revealed Indian social media users' mindset towards gender perception in sports.
The brand had posted a cryptic teaser video of a player taking position at the stumps and quizzed the audience to guess its next brand ambassador. According to the 5,000 responses collected over 36 hours, 80% of the consumers assumed the brand ambassador to be a male cricketer.
Kaur will endorse the brand’s footwear, apparel and accessories. She joins the brand's global roster which includes Virat Kohli, Usain Bolt, Neymar Jr, Sunil Chhetri and MC Mary Kom among others.
Abhishek Ganguly, managing director, India and Southeast Asia, Puma, said, “We are delighted to welcome skipper Harmanpreet Kaur into the Puma family. The way she plays — bold and fierce cricket - she is the perfect fit for our brand which embodies the same qualities and ethos. As a brand, Puma has always stayed ahead of the times and committed to support, celebrate and empower women in sports. This association is a massive step in that direction. Harmanpreet is a sporting icon and, with this partnership, we hope to inspire younger generations and help Indian women’s cricket reach greater heights.”