In a strategic move to blend the fervor of cricket with the dynamism of modern fashion, global sportswear giant PUMA has partnered with Indian Premier League (IPL) team Royal Challengers Bangalore (RCB) to launch an exclusive athleisure collection. This collaboration signifies a shift in sports merchandising, aiming to resonate with the Gen Z and millennial demographics by offering apparel that transcends traditional fan gear.(in.fashionnetwork.com)
Strategic Partnership Overview
Announced in March 2021, the multi-year partnership designates PUMA as RCB’s official kit sponsor, granting exclusive rights to retail the team’s replica jerseys and a range of fan merchandise. This alliance is poised to enhance RCB’s brand presence across India, leveraging PUMA’s extensive retail and e-commerce networks. (economictimes.indiatimes.com, businessinsider.in)
The Athleisure Collection
Drawing inspiration from street art and urban graffiti, the athleisure line features bold graphics and vibrant colors, encapsulating the spirit of RCB’s #PlayBold philosophy. The collection includes:(adgully.com)
- Apparel: T-shirts, hoodies, track pants, and polos designed for both men and women.
- Accessories: Caps and flip-flops that complement the apparel range.
Welcome to RCB Free Recharge!
These products aim to provide fans with stylish options to showcase their allegiance to RCB beyond the cricketing season.
Impact on India’s Sports Merchandise Market
India’s sports merchandise sector, valued at approximately ₹60 crore, is still in its nascent stages compared to global markets. PUMA’s collaboration with RCB is a strategic effort to invigorate this market segment, tapping into the emotional connection fans have with their favorite teams. By offering high-quality, fashionable merchandise, the partnership seeks to set new benchmarks in fan engagement and retail performance. (businessinsider.in)
Availability and Distribution
The RCB athleisure collection is accessible through multiple channels:(sportsmintmedia.com)
- Online Platforms: Available on shop.royalchallengers.com, puma.com, and other e-commerce sites.
- Physical Stores: Select PUMA retail outlets and the RCB Bar & Café in Bengaluru.(economictimes.indiatimes.com)
This multi-channel approach ensures that fans across the country can easily access and purchase official RCB merchandise.
🗣️ Voices from the Collaboration
Abhishek Ganguly, Managing Director of PUMA India and Southeast Asia, expressed enthusiasm about the partnership:(thehindubusinessline.com)
“RCB is undoubtedly the most popular cricket team in the T20 League and enjoys an ever-increasing fandom across the country. We are excited to partner with them for the launch of the athleisure range. Bringing the best of both worlds, the collection leverages PUMA’s design expertise and RCB’s fashionable DNA.” (economictimes.indiatimes.com)
Rajesh Menon, Vice President and Head of RCB, highlighted the innovative nature of the collaboration:
“This partnership is a true intersection of cricket and lifestyle. The launch of the athleisure collection makes RCB the only cricket team to move beyond traditional retail merchandise into the world of GenZ, millennial fashion wear.” (economictimes.indiatimes.com)
This partnership between PUMA and RCB exemplifies the evolving landscape of sports merchandising in India, where the convergence of athletic performance and lifestyle branding creates new avenues for fan engagement and market expansion.(businessinsider.in)
RCB Replica Jersey 2025
Show your team spirit with the official RCB Replica Jersey 2025! Designed with premium, breathable fabric and featuring the iconic red and black colors of Royal Challengers Bangalore.
