26
Sep
Gurugram: Pro Kabaddi League team Haryana Steelers has partnered with sports brand PUMA India to launch a campaign that positions its players as cultural icons, blending elements of sport, fashion, and music. The initiative reimagines kabaddi athletes in a stylised format, moving away from traditional portrayals of grit and competition. Drawing inspiration from Haryanvi rap, hip hop, and street culture, the campaign aims to connect with youth audiences by presenting players as trendsetters beyond the mat. Divyanshu Singh, CEO of Haryana Steelers and JSW Sports, said the collaboration seeks to break stereotypes about kabaddi players. “Kabaddi players are not only…