Puma is the number one sportswear brand in India. Despite competitors like Nike, Adidas and Reebok, Puma’s business is still flourishing. Puma entered the Indian market in 2006. They were the last among competitors like Nike and Adidas to enter the market in 2006. But, in 2015, Puma became the number one sportswear brand in India, surpassing all other global bands successfully. India was the only market globally, where the corporation defeated Nike and Adidas to a great and significant extent. Their success over the years came from their capacity to identify trends in the market, to a significant extent.
The lifestyle changes happening in India greatly acted as a catalyst in the booming growth of the sports brand. With rising health concerns, the focus of people shifted eventually to sports brands, from where they could easily access sportswear and apparel needed for workouts of for daily gym sessions. An increasing percentage of women getting into sports has contributed significantly to the target audience for the brand increasing gradually to a great extent. The hiatus of its success came to highlight with the consequent development of ‘athleisure ‘. Athleisure refers to casual clothing designed to be worn both for exercising and for general purposes as well .
