PUMA has formally appointed famed fitness icon Milind Soman as its Running Ambassador, marking a big step in the company’s branding strategy. With this alliance, Soman collaborates with a performance wear brand for the first time, supporting the NITRO line, which is renowned for its excellent cushioning and lightweight design.
A Commitment to Performance and Comfort
Milind Soman, who began his running career at 38, has been a vocal advocate for safe running practices, utilizing both barefoot techniques and footwear to suit varying terrains. With the endorsement of PUMA’s NITRO range, including his preferred model, the Deviate NITRO 2, Soman emphasizes the importance of quality footwear. The chosen model is celebrated for its comfort, featuring a spacious toe box that suits Soman’s larger feet, ensuring support and stability during his runs.
Enhancing the Running Experience
PUMA’s strategic partnership was launched alongside a campaign film showcasing the NITRO shoe range. The film aims to connect with everyday runners by conveying that while running remains a challenging sport, the right footwear can significantly enhance the experience. The film stresses that the NITRO range makes tough runs feel better, a message that resonates with runners of all levels.
Broadening Influence
Beyond personal endorsement, Milind Soman will play a crucial role in promoting PUMA’s apparel and footwear across top running events and campaigns throughout the year. He will also represent PUMA’s bodywear for men, further broadening his influence within the brand’s marketing efforts.
A Symbol of Athletic Excellence
Karthik Balagopalan, Managing Director at PUMA India, expressed enthusiasm about the partnership. “Milind Soman has become synonymous with running in India. Choosing PUMA, known for our cutting-edge NITRO technology, underscores our footwear’s capability to meet the demands of the most challenging conditions. We’re excited to have such an inspiring figure join our family, pushing the running revolution forward in India,” he stated.
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Inspiring a Nation
Milind Soman’s commitment to running transcends personal achievement, as he aims to inspire a burgeoning community of runners in India. “Running is rapidly becoming one of the most popular sports in India. I am committed to using my role to inspire people globally to overcome their limits and embrace running,” Soman shared. His vision includes making India a leader in the global running community, similar to other Asian nations renowned for their athletic achievements.
The Running Revolution
The partnership is timely, aligning with findings from a recent survey by PUMA India and Nielsen Sports, which indicated that running is the most popular fitness activity among adults in India for 2023. This collaboration between PUMA and Milind Soman is poised to further catalyze the growing interest in running, providing both seasoned and novice runners with the tools they need for success.
