Institute of Marketing Communications India®

Dream11 Partners With PUMA To Enter Co-Branded Athleisure Collection

Indian fantasy sports activities platform Dream11 has entered into a partnership with the worldwide sports activities model PUMA to launch its first athleisure collection in India.

The two corporations will co-create an unique variety of athleisure collection below the label – PUMAxDream11, which can embody t-shirts, flip-flops and caps.

The merchandise might be out there on-line on FanCode store, and in addition to 370 shops of PUMA throughout the nation.

“We have over 100 million users who are engaging with us online on a daily basis. But it was just online, and we wanted to give them something that they can touch and feel. More than business, the idea of this partnership was to add value for our consumers,” Harsh Jain, co-founder and CEO, Dream11, advised ET.

The athleisure market in India is pegged at around $3 billion in India, and is rising at a price of 20-25% yearly.

Abhishek Ganguly, MD, PUMA India and Southeast Asia, stated, “We as a leading global sportswear brand, want to engage more with users. This partnership is our India centric approach, which is similar to our collaborations with Ferrari and Red Bull Racing and Porsche.”

Jain added that its a long run deal with PUMA, and the 2 corporations will launch top quality merchandise.

Currently, below the Spring Summer collection, PUMAxDream11 has designed 12 SKUs of apparels starting from Rs 1,299 to Rs 1,399. The collaboration may also contains an Autumn-Winter vary, which might be out there through the upcoming T20 World Cup hosted in India. The designs below the PUMAXDream11 collection are branded below the marketing campaign theme, ‘Dream It. Own It.

“This collaboration will strengthen Dream11’s offline brand affinity and loyalty,” Jain added.

Ganguly added that Dream11 and PUMA share a standard imaginative and prescient to develop the tradition of sports activities in India. “Dream11 is a young brand and yet, they understand the pulse of sports enthusiasts and have been powering this ecosystem by giving fans a platform to follow, track and actively engage with the game. We are happy to partner with Dream11 to launch their first athleisure collection. Creating an exclusive PUMAxDream11 range will give their 100 million users access to sport-inspired merchandise infused with PUMA DNA,” he stated.


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