PKL team Haryana Steelers Turn Pop Culture Icons in First-Ever Stylised Campaign with PUMA India
Haryana Steelers are rewriting the rules of how kabaddi is seen. In a first-of-its-kind collaboration with sports brand PUMA India, the Official Kit Partner of the team, HS has launched a stylised campaign that takes the sport beyond grit and glory, reimagining its players as cultural icons who embody desi cool. Inspired by Haryanvi rap, hip hop, and street style, the campaign blends the raw energy of kabaddi with the pulse of today’s youth, reflecting the sport’s journey from mitti ke akhadas to global arenas. With this launch, the Steelers step off the mat to become style leaders who bridge sport, fashion, and music—proving that kabaddi belongs as much in stadiums as it does in conversations, playlists, and wardrobes.
Breaking away from the traditional portrayal of kabaddi athletes, the campaign presents players in a never-seen-before avatar. By tapping into subcultural movements shaping youth identity in North India, Haryana Steelers and PUMA is elevating aspiration, transforming players into trendsetters embodying symbols of pride & pop culture, beyond the mat.
Speaking on the launch, Divyanshu Singh, CEO, Haryana Steelers and JSW Sports said; “This collaboration with PUMA is more than just fashion; it’s about breaking stereotypes. Kabaddi players are not only athletes; they are cultural icons who inspire a generation. With this campaign, we wanted to showcase their journey in a way that today’s youth can relate to and look up to. Our aim is to make kabaddi, and the Haryana Steelers, truly aspirational – something that represents pride, ambition, and coolness both on and off the mat.”
Adding to this, Shreya Sachdev, Head of Marketing at PUMA India, said “As the leading sports brand in the country, PUMA believes that investing in Sport, especially beyond just cricket is one of the key pillars of development for a country like ours. As the second most watched sports league in the country, Kabbadi is already top of mind for many Indians. 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 all-new avatar as of off-field rockstars as well.”
With this HS x PUMA India launch, Haryana Steelers have cemented their status as a lifestyle statement; bringing desi cool into the mainstream and redefining the cultural conversation around kabaddi.
About Haryana Steelers: Owned by JSW Sports, the Haryana Steelers are one of the most dynamic franchises in the Pro Kabaddi League (PKL). Rooted in Haryana, the birthplace of kabaddi, the team embodies the values of resilience, strength, and unity. The Steelers scripted history in Season 11 of PKL (2024–25) by lifting their maiden Pro Kabaddi League title. After a heartbreaking loss in the Season 10 final against Puneri Paltan, the team staged a remarkable comeback to dominate Season 11 and finishing as league toppers with 15 wins in 22 matches and 84 points, and eventually defeating Patna Pirates in a thrilling final to be crowned champions. With a strong legacy, world-class support through JSW Sports’ Inspire Institute of Sport (IIS), and a passionate fan base, the Haryana Steelers continue to aim higher – representing Haryana’s kabaddi culture with pride and inspiring the next generation of players
About PUMA: PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. For over 75 years, PUMA has relentlessly pushed sport and culture forward by creating fast products for the world’s fastest athletes. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Basketball, Golf, and Motorsports. It collaborates with renowned designers and brands to bring sport influences into street culture and fashion. The PUMA Group owns the brands PUMA, Cobra Golf and stichd. The company distributes its products in more than 120 countries, employs about 20,000 people worldwide, and is headquartered in Herzogenaurach/Germany
