Wednesday 18th of June 2025

Nairobi, Kenya

Tag: Sport

PUMA Rebrands as PVMA to Honor Indian Badminton Icon PV Sindhu

Posted on by Fashion Police

An Unprecedented Tribute, In an extraordinary branding initiative, PUMA, the global sportswear giant, temporarily rebranded itself as PVMA across all its stores in India. This unique gesture was undertaken to pay homage to PV Sindhu, one of India’s most celebrated athletes and a two-time Olympic medalist in badminton. The rebranding is seen as a historic moment in sports marketing, highlighting the brand’s commitment to celebrating excellence and its ongoing partnership with the badminton icon.

A Monumental Gesture
PV Sindhu has long been a beacon of inspiration, not only in India but globally, for her prowess on the badminton court. By adopting the name PVMA, PUMA acknowledges her remarkable contributions to the sport and her status as a global role model.

The initiative, accompanied by a robust online campaign, generated widespread attention. Social media platforms were abuzz with hashtags such as #PVMA and #PUMAToPVMA, sparking discussions and garnering millions of interactions. The campaign further solidified PUMA’s position as a trailblazer in sports marketing, setting a new standard for honoring athletes.

PUMA’s Strategic Leadership in India
PUMA’s tribute to Sindhu aligns with its dominant position in India’s sportswear market. Over the years, the brand has outpaced competitors, posting robust revenue growth and solidifying its reputation as a brand that resonates with Indian consumers.

By celebrating Sindhu, PUMA reaffirms its commitment to fostering Indian talent and investing in local icons who have made significant contributions to their respective fields. This move not only strengthens its connection with the Indian audience but also positions the brand as a leader in recognizing and supporting athletes.

The Partnership’s Grand Debut
The collaboration between PV Sindhu and PUMA, symbolized by the PVMA rebranding, will officially debut during the India Open 2025, one of the most prestigious badminton tournaments in the world. This partnership aims to elevate the sport’s profile in India, inspiring a new generation of players and fans alike.

Global Recognition for Local Talent
PUMA’s decision to rebrand as PVMA underscores its dedication to honoring sporting excellence on a global scale. The move sends a powerful message about the role of brands in celebrating athletes and their legacies, transcending national borders to highlight stories of determination, resilience, and success.

PUMA’s transformation into PVMA is more than a marketing campaign; it is a celebration of PV Sindhu’s unparalleled achievements and her impact on sports. By taking this bold step, PUMA not only strengthens its brand but also reinforces the importance of recognizing and honoring athletes who inspire generations.

This initiative stands as a testament to the power of sports to unite, inspire, and transform lives—an ethos that PV Sindhu embodies and PUMA champions.

PUMA Rebrands as PVMA: A Bold Tribute to PV Sindhu and a Marketing Masterstroke A Groundbreaking Move in Sports Marketing
In a move that captivated audiences across India and beyond, PUMA, the global sportswear powerhouse, temporarily rebranded itself as PVMA to honor Indian badminton legend PV Sindhu. This unprecedented campaign not only paid tribute to the two-time Olympic medalist but also redefined the way brands approach celebrity endorsements.

What appeared at first to be a design error PUMA’s logo changing to PVMA on social media and storefronts was, in fact, a meticulously planned strategy to announce PV Sindhu as the brand’s new ambassador. The subtle tweak quickly went viral, sparking memes, debates, and widespread curiosity online.

The Strategy Behind the Viral Campaign
PUMA’s transformation into PVMA was a masterclass in innovative marketing. By intentionally creating a moment of confusion, the brand harnessed the power of curiosity and virality to generate organic engagement. This approach stood out in an industry where ambassador announcements often follow predictable formats.

Here’s why PUMA’s campaign worked so well:
1. The Power of Subtle Changes
The brilliance of changing just one letter in the logo exemplified the impact of simplicity. This small alteration caught people’s attention and drove massive conversations, proving that minimal tweaks can create maximum impact.

2. Leveraging Viral Mechanics
PUMA anticipated that an apparent ‘mistake’ by a major brand would generate significant buzz. Social media platforms exploded with speculation and humor, driving attention to the campaign and making it a trending topic.

3. Seamless Brand-Ambassador Integration
By intertwining PV Sindhu’s identity with their own, PUMA showcased a deep alignment with the athlete’s values and achievements. This wasn’t just a partnership; it was a celebration of Sindhu’s legacy.

A Celebration of Excellence
The campaign culminated in PUMA officially announcing Sindhu as their brand ambassador, reinforcing their commitment to empowering Indian athletes. The rebranding as PVMA wasn’t just a marketing gimmick it was a tribute to Sindhu’s unparalleled achievements and her impact on sports in India.

Impact on the Market
This bold strategy underscores why PUMA has become a market leader in India, with annual revenues surpassing ₹3,000 crores—more than double that of Nike, which trails at ₹1,200 crores. By innovating in their approach and embracing creativity, PUMA has set a high benchmark in sports marketing.

Lessons for Marketers Worldwide
Marketers can draw three critical lessons from PUMA’s PVMA campaign:
– Be bold and unconventional: Simple, well-executed ideas can break through the noise.
– Anticipate audience behavior: Leveraging virality requires a deep understanding of how audiences react to unexpected changes.
– Focus on authenticity: Aligning with a brand ambassador’s values can create a genuine connection with consumers.

The Future of PVMA and Indian Sports
The partnership between PV Sindhu and PUMA will debut officially during the India Open 2025, marking a milestone for badminton in India. This collaboration not only elevates the sport’s profile but also inspires a new generation of athletes.

PUMA’s transformation into PVMA is a shining example of how brands can push creative boundaries to connect with audiences meaningfully. This campaign, rooted in simplicity, strategy, and respect for excellence, stands as a testament to PUMA’s leadership in the sportswear market and its unwavering support for athletes who inspire the world.

The question remains: When you first saw the PVMA logo, did you think it was a mistake, or did you sense the brilliance behind it?

Content courtesy of NFH Digital Team 

Learn How to Wear Wig in 7 Simple Steps

Posted on by Oscar Alochi

Wearing a wig can be a lot of fun whether you’re doing it to cover hair loss or just want to enjoy the variety of hair styles, lengths and colors that wearing a wig makes it possible to achieve. Wigs always warm up to the temperature of the human body, so in winter, a wig may replace a hat. In summer, wigs are used to protect your hair from the sun or even help you out on vacation, when there is no time for hair styling. That being said, wigs take some getting used to and there are a few things to keep in mind when it comes to purchasing the right one for you and even wearing them.

Certain wigs need to be treated in specified ways, and how they are applied is extremely important as well or they will look artificial. There are also all sorts of different pins and clips to use along with wigs as well and it’s important to know which one is right for what purpose. Wearing a wig is easy once you get used to it and below are some tips to help you through your first few times of donning them initially.

Yemi Alade

1# step Hairpieces and wigs have the ability to conform naturally to the shape of the head. Initially, the hairs are sewn onto a one-size, shapeless container that will gradually, within 3 to 4 days, conform to the shape of the head. While trying the wig the very first time it might feel uncomfortable and insecure, but that is to be expected. Even leather shoes need time to be broken in before they are comfortable enough to be worn steadily.

2# step Synthetic hair wigs are of a standard size, but you can tighten or loosen them by means of special adjustable straps on the inside. As per above description, the wigs are stretchable. You can stretch the wig by carefully misting it with water and pinning the wig to a larger head-form or any similar object.

3# step In the case of a custom human hair wig, the manufacturer will take exact measurements of the client’s head size and shape, as well as make a precise tracing of the hairline.

4# step Before applying your wig it’s a good idea to lightly style your wig on a wig blockhead attached using wig t-pens which will hold it in place on the canvas or Styrofoam blockhead while you gently style (cover seams etc.).

5# step Typically when you are wearing a wig over hair you need to find a way to conceal it besides simply rearranging it on your head. To wear a wig, you do not need to cut off your own natural hair. Those wishing to hide their natural beauty would just need to use a fishnet cap under the wig. The cap provides the necessary grip to hold your natural hair without poking through the wig.

6# step Wig caps are typically the answer but if you have lots of hair you might need to do something different. If the client has long hair, then it is divided into strands that are distributed evenly throughout the head and secured with special pins. The remaining hair, for example, at the temples, can be smoothed by means of gel to make the wig fit securely and tightly enough on the client’s head. You can do French braids and then put a wig cap over your hair. You can pin curls up and then use a wig cap and smooth them out, or you can do a combination of these techniques in order to get your hair tight and flat enough to be hidden underneath. Using wig clips has been reported to thin hair in places and cause breakage when worn continually.

7# step Once you have your hair successfully tightened up and flat enough to be concealed then you’ll want to put the wig on which is fairly easy, however you’ll want to take the time to make sure it is aligned properly on your head and around your face. If your wig doesn’t have hair lace you’ll want to put it on like normal and start pulling out your hair across the front area of your forehead. Keep pulling at these areas and moving them to the side until you are happy with the way it looks. You’ll probably see a seam in the hair now but you can use a comb to comb lightly over that seam and then match up the edge with your hairline for the right, natural look.

Full Lace Options Full lace wigs require that you put the wig on, get it in a position you are happy with, and then pin the hair back with hair clips in order to reveal your scalp line. Next you should trim any lace that sticks out past the hairline one little bit at a time. Be careful and persistent so that you get it right. Once you are done with the trimming and positioning you can apply wig tape and adhesive to the wig. Lastly pull the full lace wig onto your head and make sure that you carefully position it. The hairline should meet your wig and look completely natural. Hold it in position for 30 seconds while it adheres and you’ll have a full lace wig that is properly applied and natural looking too. Keep in mind that front or full lace wigs are not meant to be worn for long periods of time.

Today wigs are extremely popular and the latest styles, if they are high quality, look natural as well. Whether they are synthetic or made of real hair, today’s wigs are exceptional in most cases, and if you follow the wig wearing tips listed here, you’ll love wearing them and the versatility they deliver.

Content Courtesy Of Nairobi Fashion Hub

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