MUMBAI: Kabaddi just got a wardrobe upgrade. The Haryana Steelers, known for rewriting rules on the mat, have stepped into an all-new arena fashion. In a first-of-its-kind collaboration with Puma India, the team’s official kit partner, the Steelers have launched a stylised campaign that reimagines kabaddi stars not just as athletes but as cultural icons of desi cool.
The campaign takes kabaddi out of the mud pits and into the mainstream, blending the sport’s raw energy with the swagger of Haryanvi rap, hip hop and street style. It’s a bold statement: kabaddi belongs not just in stadiums but also in playlists, conversations and wardrobes.
Traditionally, kabaddi players have been showcased through a lens of grit, sweat and physicality. This time, the Steelers are seen in a never-before avatar styled like trendsetters who embody aspiration, pride and pop culture. By tapping into subcultures shaping youth identity in North India, the campaign redefines kabaddi athletes as off-field style leaders.
“This collaboration with Puma is more than just fashion; it’s about breaking stereotypes,” said Haryana Steelers and JSW Sports CEO Divyanshu Singh. “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 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.”
Echoing the sentiment, Puma India head of marketing Shreya Sachdev added: “As the leading sports brand in the country, Puma believes that investing in sport beyond cricket is crucial. Kabaddi is already the second-most watched sports league in India, and the Haryana Steelers have consistently proven their mettle. Now, it’s time for their fans to see them as off-field rockstars too.”
With this HS x Puma India collaboration, the Haryana Steelers are cementing themselves not just as athletes but as a lifestyle statement. By blending fashion, music and sport, they’re spearheading a cultural shift that positions kabaddi as cool, aspirational and deeply rooted in India’s evolving youth identity.
From mitti ke akhadas to global conversations, the Steelers are proving kabaddi is more than just a game, it’s a movement.
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