PUMA India Launch Campaign to Change Mindsets Around Sports

March 31, 2023 

A recent study by sportswear company PUMA India and analytics experts Nielsen Sports have revealed extremely low physical activity levels in Indian adults and kids. As a result, the brand has launched the ‘Let There Be Sport’ campaign to inspire the population to prioritize sport and fitness, as well as change the conventional mindset of sports in the country. 

The PUMA-Nielsen study was conducted across 16 cities with people aged 6 to 65. It showed that only 20% of adults in urban India meet the World Health Organization (WHO) recommended index of a minimum of 150-300 minutes of physical activity per week. Shockingly, kids spent a mere 86 minutes of the recommended 420 minutes. Both kids and adults listed lack of time as the primary barrier to participating in sports and physical activity, followed by a lack of facilities and high cost. 

It also revealed that adults with high sports participation are likely to exhibit more positive emotions than adults in general by 21%, and that there was a direct correlation between kids with high sports participation and improved academic performance. The campaign wants to challenge the belief that sports is a digression from academics, and rather advocate that it is a life skill. 

"Looking at the numbers, I am not surprised," adds Saba Khan, 2022 Courageous Use of Sport Award winner presented by WWE, who works as a coach for the Oscar Foundation in India. "Being on the ground, I have noticed so many issues that prevent people, especially women from participating in sport. The absence of a sports culture is a major factor of course, but there are also more serious issues like safety, early marriage and pregnancy, lack of safe spaces and organized play among many others. These obstacles make it difficult for us to exit our comfort zone and try something new even though it may be good for our physical and mental well-being."

“While there have been multiple initiatives to boost fitness-related activities, our study indicates that more needs to be done in this space,” said Denise Menasan, Managing Director for APAC and MENA at Nielsen Sports and Entertainment. “The study highlights that an increase in sports and fitness activities can help enhance overall emotional wellbeing among adults, help learn valuable skills and increase academic grades of kids.” 

Let There Be Sport was created to drive change in fitness levels across the country and help prioritize sport and physical activity in the country. The campaign video, featuring Indian cricketer Virat Kholi, boxer Mary Kom and footballer Sunil Chhetri, asks the question: "when did sport become extra-curricular?" The campaign's intent is to remove the word "extra" and rather integrate sports into the main curriculum of schools across India.

“As a nation, we have witnessed a fundamental change in the adoption of sports culture with far more running communities, gyms and people taking up different sports. However, we have just scratched the surface and have miles to go,” said Abhishek Ganguly, Managing Director, PUMA India and Southeast Asia.

“The [PUMA-Nielsen Sport] study indicates the growing need to create awareness and inspiration among adults and kids to play more sport as well as illustrates the myriad ways in which sport adds value to life. A strong sports culture brings out the best in people and is critical for the development of a country.” 

As part of the campaign, people are encouraged to nominate a ‘champion of sport’ -- someone who has pushed, motivated and inspired them to take up sport or pursue fitness. With the hashtag #LetThereBeSport, PUMA India wants the public to share their champion on social platforms, with the best hero and story getting a chance to win a prize and be featured on PUMA’s Wall of Fame.

PUMA India will heavily invest in the new initiative by creating awareness of sports’ benefits and moments of inspiration, as well as supporting grassroots athletes. Additionally, the brand will work closely with stakeholders across sectors to better integrate sport and physical activity into schools.

Source: APN News