HARYANA STEELERS, in collaboration with sports brand Puma India, the team’s official kit partner, has unveiled a bold new campaign that takes kabaddi beyond grit and glory, reimagining its players as cultural icons who embody desi cool.
Drawing inspiration from Haryanvi rap, hip hop, and street style, the campaign fuses the raw intensity of kabaddi with the pulse of youth culture, capturing the sport’s journey from mitti ke akhadas to global arenas. With this launch, the Steelers step off the mat to become trendsetters, bridging the worlds of sport, fashion, and music — proving that kabaddi belongs as much in conversations, playlists, and wardrobes as it does in stadiums, per the release.
Breaking from traditional portrayals, 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 aim to elevate aspiration — transforming athletes into icons of pride and pop culture, both on and off the mat.
Haryana Steelers and JSW Sports CEO Divyanshu Singh 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.”
Puma India head of marketing Shreya Sachdev added, “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.”
