Sports brand Puma India has entered into an association with renowned Indian singer Harrdy Sandhu. The new relationship with the popstar, design and wellness symbol, entertainer, sneakerhead and past cricketer comes as a highlight of Puma's definite responsibility to interface with youth culture and reinforce the geological significance of the brand. With this, Hardy joins Puma's program of envoys like Virat Kohli, KL Rahul, Kareena Kapoor Khan, Yuvraj Singh, MC Mary Kom, Avni Lekhara and Dutee Chand.

Under the association, Hardy will draw on Puma's vast client base and create select products to further solidify the brand's market governance role in India. He will underwrite the brand's shoes, dresses and frills, including a select assortment.