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Steelers turn style raiders with Puma in kabaddi’s coolest crossover
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.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
