Chupps Footwear has strengthened its presence in India’s sports ecosystem after signing a one-year partnership with the P. Gopichand Badminton Academy (PGBA), becoming the academy’s official footwear recovery partner in a collaboration centred on athlete recovery, product innovation and performance-led research.
The agreement will see the Indian footwear brand supply its recovery footwear to athletes training at the Hyderabad-based academy, one of the country’s leading high-performance badminton centres. More significantly, the partnership is designed to create an ongoing product development programme, with players and coaches providing direct feedback on comfort, cushioning, fit and post-training recovery to help shape the next generation of Chupps’ recovery footwear.
The collaboration reflects the growing importance of recovery within elite sport and highlights Chupps’ strategy of validating its products through real-world athlete testing rather than conventional sponsorship activation alone. Insights generated at the academy will be used to refine the brand’s recovery footwear portfolio as it continues to expand within India’s rapidly growing sports performance and athleisure market.
Speaking on the partnership, Pullela Gopichand said, “Recovery is an essential part of every athlete’s journey, yet it often doesn’t receive the attention it deserves. Comfortable, supportive footwear plays a meaningful role in helping athletes recover between training sessions. I’m pleased to partner with Chupps footwear, a brand that is taking a thoughtful approach to understanding athlete needs and using real feedback to improve its products.”
Yashesh Mukhi, Founder of Chupps Footwear, added, “As more people take up sports and fitness, recovery is becoming an important part of the conversation. For us, this partnership is an opportunity to understand real usage better and continue improving the product in a meaningful way.”
Alongside product testing, the partnership will feature on-ground branding at the academy and collaborative digital content promoting athlete wellness, recovery and performance education.
The agreement further strengthens Chupps’ growing footprint in Indian sport. The direct-to-consumer footwear brand counts Indian cricketer Ajinkya Rahane among its investors and strategic backers, while it has previously partnered with Indian Premier League franchises Mumbai Indians and Gujarat Giants, as well as Indian Super League club Kerala Blasters FC. By adding one of India’s most respected sporting institutions to its partnership portfolio, Chupps continues to position itself at the intersection of performance, innovation and sports-led brand building.
