Tokyo 2020 is now India's most successful successful Olympic campaign ever. With 7 medals this is India's highest medal tally beating London Olympics 6 medals Tally. India finished on a high after Bajrang Punia grabbed bronze medal while Neeraj Chopra finished India's long wait for gold medal in athletics. Neeraj Chopra made history by becoming the first ever Indian to win a gold medal in in track and field event. Gate all the Tokyo 2020 live updates and news from the final day.

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PUMA has roped in the Indian Badminton sensation PV Sindhu as its new brand ambassador, partnering in a multi-year deal. 

The German Sports Apparel brand has chosen India as the first country to expand its orbit in the world of sports, marking its official appearance in Badminton. 

Ahead of the announcement, PUMA has executed a pioneering move, changing its brand signage to 'PVMA'  at several official stores in the country for almost a week.

 

 

 

 

 

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PV Sindhu becomes the new brand ambassador of PUMA 

PV Sindhu is undoubtedly one of the greatest Indian badminton icons of this generation, surging the excitement of the game into millions of fans in India. The two-time Olympic medalist has achieved numerous accolades throughout her career, popularizing the game among Indian sports fanatics.

Sindhu has not only become the first Indian to conquer five badminton world championship medals, but also she has earned noteworthy honours such as the Khel Ratna, Padma Shri, Padma Bhushan, and Arjuna Award.

However, Sindhu's unparalleled achievements have injected interest among the youth, and PUMA has adopted the plan to capitalize on the popularity of the 29-year-old. 

According to the Google-Deloitte Think Sports report from 2024, India has a growing fanbase of Badminton, which stands at nearly 57 million. 

PUMA adopted an unprecedented marketing strategy to draw the interest of Indian sports fans, changing their brand name to 'PVMA' in several stores and many billboards across India for almost a week.

This move left the netizens and fans wondering as some speculated the possibility of onboarding PV Sindhu, whereas the partnership has been made official today. 

Many PUMA stores across India have changed their logo and branding to “PVMA”.
This change can be seen in the Indian website as well.

What’s happening? 👀 🚨 pic.twitter.com/ecPbCe2WzW

— sid (@immasiddx) January 11, 2025

However, The partnership between PUMA and Sindhu will debut at the India Open 2025 in New Delhi. This exciting collaboration will bring a high-performance badminton range soon, featuring specialized footwear, apparel, and accessories. 

Sindhu has expressed her elation regarding this move, stating the following.

I’m excited to join the PUMA family, a brand that shares my belief in the power of sport to inspire. This partnership with PUMA India isn’t just about being part of something bigger—it is an opportunity to connect with those who value pushing boundaries and embracing challenges.

“Badminton has always been a platform for growth and self-discovery for me, and through this collaboration, I hope to encourage others, especially women, to take risks, believe in themselves, and strive for more—both on and off the court,

Karthik Balagopalan, Managing Director of PUMA India, said:

PV Sindhu is a legend and a trailblazer, and we are proud & delighted to welcome her into our PUMA family. She is the most followed badminton athlete in the world. Her extraordinary legacy in Indian sports which includes a lot of historic firsts has not only placed India on the badminton map globally but has also inspired millions, pushed the boundaries, and paved the way for future generations of athletes.

“As we make our first-ever step into badminton, this association will further our goal to increase PUMA’s footprint in the rapidly growing sports landscape in the country, inspiring more youngsters to take up the racquet-sport,

World Athletics has earlier announced that athletes should wear shoes with a uniform 20-millimeter sole thickness limit for all events. This rule will come into action on November 1st, 2024, marking a notable change in the actions of the athletes.

This rule has been induced to welcome fairness in the game. However, this has sparked controversies. While many athletes have accepted it, some are still in dilemmas about the rule.

Well, let's look at how the rule will impact the performance. However, for now, let's look at the present thickness.

Current Shoe Sole Thickness Rules in Athletics

Presently, there is no such uniformity of sole thickness. Thickness normally varies according to the events in which the athletes participate.

Suppose, in events where an athlete will have run more than 800 meters, shoes are allowed to have a sole up to 25 mm. However, when it comes to shorter distances, the maximum thickness has been limited to 20 mm.

For field events, including the high jump, athletes have a 20mm limit. But for the triple jump, athletes are allowed to wear shoes with soles up to 25mm.

These rules were implemented in January 2022, based on the technological advancements in shoes. However, from 1st November this year, there will be no distinction in sole thickness in different events.

Point to be noted: the rules for road events like marathons and race walks, which permit a 40mm sole thickness, will remain unchanged.

Why is World Athletics enforcing a 20mm sole limit?

The main motto of World Athletics is to ensure fairness. As a result of this, the federation has decided to apply the rule of a uniform 20mm limit to the sole.

In recent years, advances in shoe technology—particularly with thicker soles and carbon fiber plates—have sparked debates about whether these shoes offer athletes some unfair advantage.

Thus, World Athletics created its own Working Group on Athletic Shoes in 2020. The main task of this group is to analyze the impact of shoe technology on performance. They also draft regulations, ensuring that athletes are focusing more on skills and not technology.

The new rule was announced well in advance to give shoe manufacturers ample time to adapt their designs.

Athletes' Reactions to the 20mm Rule Change

Top athletes have had mixed reactions to the upcoming rule. Joshua Cheptegei, the Olympic and World Champion in the 10,000 meters, supports the change, describing it as "for the benefit of the sport."

He added that the thinner soles won’t necessarily lead to slower times, emphasizing that performance is often influenced by an athlete's mindset. Cheptegei also noted that recent shoe technology has aided recovery between training sessions, which could be impacted by the new regulations.

Meanwhile, Muktar Edris, a former two-time 5,000m World Champion, said that a thicker sole helps the athletes, providing them extra "energy" and "push." A reduced sole may hamper a regular action.

The Controversy Surrounding Shoe Technology

The controversy regarding shoe technology is nothing new. Before 2022, the track spikes had soles with thicknesses up to 30 mm.

During the Tokyo Olympics, legendary sprinter Usain Bolt brought this issue to the public, citing the unfair advantage an athlete may receive due to thicker boots. Not only that, but with the increased use of technologically advanced shoes, world records that looked unbreakable are at stake.

Karsten Warholm, the one who holds the World Record in 400m hurdles, also expressed his concern. After winning the gold medal in the Tokyo Olympics, he questioned the boots of the runner-up, Rai Benjamin.

Warholm made serious claims that Benjamin used thicker Nike soles that provided the later an unfair advantage. Warholm's remarks not only concerned the federation but drew attention to the fine line between technological innovation and "technological doping."

The Impact of Shoe Technology on Performance

Eliud Kipchoge, the first athlete who broke the two-hour marathon barrier in 2019, sparked controversies at his time as well. He used the Nike Alphafly, which featured thick soles and carbon plates. However, the nature of the event didn't let that record count. 

Later, World Athletics introduced a rule. It required the new shoes to be in the open market for at least four months prior to the competition. This rule also aspired to thwart athletes with exclusive shoe deals from gaining an unfair advantage.

Will the 20mm sole limit affect athlete performance?

It is not exactly negative, but the athletes will solely depend on their physical abilities and techniques. Yes, a few athletes do consider this to hurt their performance, but just like Cheptegei mentioned, mental resilience and training will play a crucial role in breaking records or achieving personal bests (PB).

Well, a reduced cushion in the sole will demand more energy from the athlete. Thus, athletes need to adjust their training regimes to adapt to the new rules.

World Athletics had mentioned clearly that they want to promote uniformity. They want the athletes to rely on their power and skills, not some technology beneath their feet, that will change and evolve with time. 

However, with shoe manufacturers rushing to adapt their designs, the real test will come when athletes compete under the new regulations in 2024.

On Tuesday, the organizers of the Glasgow Commonwealth Games 2026 confirmed that only 10 sports will be played in limited venues to keep the finances in check. 

A previously proposed event, that had a minimum of 20 disciplines was reduced to half, which has sparked disappointments amongst many Indians. The reason is quite simple. The Indian-dominated sports like badminton, hockey, cricket, and weightlifting have been axed. 

Not only that, a sport like squash, which gets major highlights in the CWG due to its absence in the Olympics, has been eliminated.

The IOA (Indian Olympics Association) president, PT Usha, too expressed her despondency towards the decision. But, why? 

The point is, how relevant are "Commonwealth Games," previously known as "British Empire Games," in a decolonized era?

The Idea behind Commonwealth Games

A brainchild of revered Canadian sportswriter and editor Melville Marks Robinson, the Commonwealth Games had its origin in 1930, bearing an essence of still-accepted colonialism. A total of 54 countries, who were once colonies of the British Empire, participated in this event.

The 2022 version, however, saw 72 nations participating.

Inspired by the 1911 Inter Empire Championships, this unique event has been hosted across nine countries. Australia and Canada lead with five editions each. 

Standing in 2024, when the phrase "third-world country" seems nonexistent, who would ever succumb to the pre-established boot-licking attitude toward the English, that too spending some billion dollars for hosting?

Finance definitely raises eyebrows, but the motto it has been carrying for so long should come into question, even in countries like India.

U-turn from Australia to Glasgow

Australia, a country that has hosted the event at least five times, has denied hosting it. Initially, it was Victoria's assignment to conduct the event. However, the arrangement costs skyrocketed from an estimated Aus$2 billion to an alarming Aus$7 billion.

Premier Daniel Andrews, in the press conference in Melbourne, clearly stated that he would never dare to pluck in a huge sum from the funds of hospitals and schools for a sporting event. 

The Commonwealth Games Federation (CGF) scrambled to find a replacement, offering Malaysia £100 million to step in. Even with such a hefty financial contribution, Malaysia turned down the offer, citing insufficient preparation time and the prohibitive costs of hosting the event.

Even Canada's Alberta province last year withdrew its support for a bid for the 2030 Games.

Financial Suffering

The rejections have somehow brought in a raw, uncut picture to the world. The sentiments, accompanied by the suffering, take a long time to recover.

Countries are unwilling to foot the massive bill for an event, even when provided with financial assistance. The event brings in little to no economic return and dwindling global interest.

The Commonwealth Games, which seemed like a prestigious event, has been a burden — a relic of the past whose significance is diminishing in a world with far more pressing priorities.

Glasgow steps in

Following the repeated rejections, there was a point when the Commonwealth Games future looked uncertain for the 2026 version. Countries backing out brought clouds of a postponed tournament before its centenary year in 2030.

At that point, Glasgow stepped in. Glasgow had its experience of hosting a CWG, as it did in 2014. This time, it made the event easy.

Glasgow decided to host a severely pared-down version of the CWG in 2026, with 4 venues in an 8-mile radius. Not only that, the number of participants will also be restricted.

Birmingham's Commonwealth Games: A Legacy of Financial Strain?

Birmingham stepped up to host the 2022 Commonwealth Games when Durban withdrew, promising a grand event to boost the city. However, financial issues soon arose, leading to political tension and public concern.

Max Caller, former adviser to Birmingham City Council, called the decision to host the Games "a mistake" amidst longstanding financial problems. Hosting the event diverted attention from the council’s critical issues, including a £760 million bill for equal pay claims and a botched IT system that may cost £100 million to fix.

While the Games were an "amazing event," their financial aftermath sparked debates, with citizens worried about budget cuts affecting essential services. Community centres, libraries, and even the famed German Christmas Market could face closures as the council struggles with bankruptcy.

But is finance the real concern?

India had hosted the 2010 CWG, followed by financial turmoil in the country. It took years for the country to overcome. India has now successfully bid for the Olympics 2036. 

Hosting the Olympics has also led to never-ending financial scars for many countries. Athens is a prominent name in that. 

But yet, countries hardly step back to host it. Is it really the finances or the pride that pushes them to bid for the Olympics?

Will India suffer from the reduction?

In the idealistic world of sport, India shouldn't. In such a situation, the question comes: how relevant is CWG to the sporting world? 

With the rising popularity of the Asian Games that have dominated countries like China and the Olympics, which is the oldest and largest form of multidisciplinary sports event, CWG falls short in both glamour and relevance.

The limited exposure giving year-old consolation to the country with an "international medal" has been falling short repeatedly in the Olympics. The count of CWG medalist athletes who have earned a medal in the Olympics is relatively low. A Mirabai Chanu, a PV Sindhu, or a Neeraj Chopra is countable. 

When at one corner, it is justified to be upset knowing that Indian dominance has been restricted, then at the other corner, another question gets tossed—why does India need going-to-be-abolished events to prove its excellence? 

India, which takes pride in being a sporting excellence and a country that tried to push cricket hard in the Olympics, should think if it's really dominant or not.

Does Commonwealth participation assure greatness?

Usain Bolt, at his peak point in his career, decided to participate only in the 4x100m relay in Glasgow (2014). Not only that, he was nowhere in New Delhi (2010) too, despite India's desperate request to have him.

Sir Chris Hoy, too, stayed away from the Delhi games because a win wouldn't have added any decorated feather to his already stellar career.

In the harshest reality, a hundred medals won't assure at least 50 medals in the Asian Games itself. Olympics are out of reach!

Medal tally for India in CWG, in its popular sport

The contemporary Indian Badminton has so far gained the popularity in its country. However, certain issues need to be resolved. The biggest concern lies in the shuttlers facing a different environment in the non-Asian Countries. The major problem they face is the thick and slower court. 

This issue had made India short of many assured medals by whiskers. Be it peak Kidambi Srikanth missing his World Title in 2017 to Reddy-Shetty failing in big tournaments.

How do Indian and Asian Courts differ from European Courts?

The Asian Summers

Speaking about the weather in the Asian summers, it is humid. The Asian stadia provide full on air-conditioned courts for athletes. 

Air-conditioned rooms are marked favorable for shuttles, as the shuttles fly faster here. Here are the reasons:

• Lower air density: Air conditioning reduces temperature and humidity, resulting in denser air with fewer air molecules. This decrease in air resistance allows shuttlecocks to travel faster.
• Reduced air turbulence: Air conditioning systems circulate and filter the air, minimizing turbulence and air pockets that can slow down the shuttlecock.
• Consistent airflow: Air conditioning maintains a consistent airflow, reducing unpredictable air currents that can affect shuttlecock trajectory.
• Lower humidity: Dry air reduces the shuttlecock's drag coefficient, enabling it to fly faster.

This helps the athletes to maintain faster rallies and increased smashes with an attacking play. The also helps them to read the speed and work on their reaction time'

Added to this, the enhthralling supporters add more fuel to the pagddlers when tired.

European winters

European winters contradics the humid weather. Unlike the windy weather here, the air feels cal, slow and still. 

Slow and still air significantly impacts shuttlers' performance, technique, and strategy. it included different physical challenges along with rectified techniques and strategies.

The challanges a shuttler faces due to these conditions are as follows:

• Reduced shuttlecock speed: Slower reactions, less power.
• Increased drag: Shuttles dip and drop unexpectedly.
• Unpredictable trajectory: Difficulty judging distance and direction.
• Fatigue: Players expend more energy to generate power.

However, these are the "negetives" bigger stages like Olympics, offer.

Slow court, A Bane to the Shuttlers

Here are some instances when paddles were denied their crown due to the courts' behaviour.

• 2017 Kidambi Srikanth, a fast court specialist in India missed his Worlds Title in the slow Glaswegian conditions. The slow pitch defied from the title as the Korean Son Wan-ho defeated him in the quarterfinal.
• Tanvi Patri, a 13 year old rookie got defeated in Thailand's sluggish pitch last December. The thick air denied her speed, showing a red alert that she needs to gain some strength.
• And the most discussed duo- Satwiksairaj Rankireddy-Chirag Shetty. Right now, Reddy-Shetty is the finest doubles player in Indian Badminton periphery. Reddy still has his world fastest smash of 493km/hr. Even then, this duo cannot assert full power in slow court. And thus, they lost a few of the most serious and well-deserved titles.

Demands of Sluggish Pitches

Slow and still air significantly impacts shuttlers' performance, techniques, and strategies. Someone who was been trained on faster courts will find it difficult to adapt to the conditions if exposed.

The shuttles face certain physical changes that are listed below:

• Reduced shuttlecock speed: Slower reactions, less power.
• Increased drag: Shuttles dip and drop unexpectedly.
• Unpredictable trajectory: Difficulty judging distance and direction.
• Fatigue: Players expend more energy to generate power.

An athlete thus needs to make a few technical adjustments to combat the challenges.

• Slower stroke speed: Compensate for reduced shuttlecock speed.
• Increased wristwork: Generate power and control.
• Softer touches: Reduce shuttlecock's descent.
• More spin: Control shuttlecock trajectory.

The strategic changes include:

• Patient play: Waiting for opportunities to attack.
• Defensive focus: Exploiting opponents' struggles.
• Net play: Using precise, soft shots.
• Angle play: Creating sharp angles to disrupt opponents.

Effects on a few notable Shots:

1. Smashes: Less effective due to reduced power.
2. Clear shots: More difficult to execute.
3. Drops: Harder to control.

Slow Court? Not an Issue!

Not an old story when Lakshya Sen lost to Victor Axelsen in the Olympics semi-final. Slower Courts like that in Europe, especially in stages like Olympics demand patience and exquisite footwork, with strong defence. Lakshya had his defence in the checklist, but his footwork was still a sore in his throat. The Denmark giant was a set ahead when Lakshya fought but lost to nerves.

The bronze medal match had all these including his exposed injury in his smashing hand. The defence he has can aid in this condition but muscular opponents are still a challange to him.

The other veteran on court H.S. Pranoy is a clever lad with versatile techniques. He has got his techniques handy to combat the sluggishness. He thus not only won in Malaysia, but has a Worlds medal round his neck.

Two-time Olympic medalist P.V. Sindhu with her blazing power heft and work rate till 2019, defies these challanging conditions. The Olympic bronze medalist Saina Nehwal with her sturdy power smash overshadowed her limitations in court coverage capabilities.

Indian Approach

India has a love for stroke-making. Even though it is aesthetically pleasing, it question the  practicality in World Badminton.

With the October ticks in, the Europe session starts. The badminton camp then comes back and does a wide India-hoping, visiting smallcities playing number of tournaments! But how that that judge their efficiency in slow courts!

Read also: BAI to give Rs 50 lakh cash rewards to Paris Paralympics 2024 medalists

The slow courts host a major number of important international tournaments. With India not getting enough time their will never expire the frustration of them not getting medals.

Rookies like Priyanshu Rajawat will depend more on strokeplays like his ancestor Srikant used todo. Not failing the later, Rajawat will succumb to frustrating errors, missing points. Srikant had Son Wan-ho, but Rajawat will have way more equipped opponents-  Kunlavut Vitidsarn and of Kodai Naraoka.

Its high time for Indian to spend more time on slow courts, count quality over quantity, in order to not miss any well deserved title in fututre, 

Leaving behind the disappointing campaign of the Paris Olympics 2024, veteran Indian female shuttler PV Sindhu is desperate to make a comeback on the badminton court after two months. Now Sindhu will compete in the Arctic Open BWF Super 500 tournament to be held in Finland from 8 to 13 October. 

Also Read: India at Paralympics: Medals by every edition

Sindhu to make a fresh start with new coach

The two-time Olympic medalist has now shifted from Bengaluru to Hyderabad to train with Anup Sridhar. Earlier she was taking training from Prakash Padukone in Bengaluru. Currently, Anup will train PV Sindhu in Hyderabad and will also go to Finland with her.

During Sindhu's campaign in Europe, where she will also compete in the Denmark Open (October 15-20), Sridhar will be accompanying her. Sridhar will also oversee Sindhu's campaign during Asian tour events like Korea, Kumamoto and China Masters.

Returned home empty handed in Paris

Indian star shuttler may not have won a medal in Paris, but her next goal has been decided. Actually, Sindhu won silver medal in 2016 Rio Olympics and bronze medal in 2021 Tokyo Olympics. This happened for the first time in the Paris Games when Sindhu returned to the country without a medal. Her journey ended in the quarter finals itself.

Also Read: India at Olympics: India's Olympic medal tally by every edition

Eye on ending title drought

29-year-old PV Sindhu will be eyeing an end to her two-year-long title drought when she competes in the Arctic Open Super 500 next month. She last won the Singapore Open tournament in 2022. She is currently at number 14 in the world ranking. Sindhu has no intention of retiring. Her next target is Asian Games 2026. 

However, playing in the Los Angeles Olympics 2028 will depend on her fitness. Sindhu will turn 33 by the Los Angeles Olympics. It is not easy to win an Olympic medal at the age of 33 in a sport like badminton.