Chupps Footwear partners with P. Gopichand Badminton Academy
Hyderabad, July 10 (TNT): Chupps Footwear, a direct-to-consumer open footwear brand, on Friday announced a year-long partnership with the P. Gopichand Badminton Academy (PGBA), becoming the academy’s official footwear recovery partner.
The partnership was announced jointly by Chupps Footwear founder Yashesh Mukhi and former All England champion and national badminton coach Pullela Gopichand at a press conference here.
As part of the collaboration, players at the academy will use Chupps footwear during off-court hours, enabling the company to gather feedback on comfort, cushioning, fit and recovery to support the development of its recovery footwear and athleisure products.
The company said inputs from athletes and coaches would help strengthen the scientific approach to product design, particularly in the recovery footwear segment.
The P. Gopichand Badminton Academy, which has produced several international badminton players, including Olympic medallists, will also support the partnership through on-ground branding, co-branded digital campaigns and structured athlete feedback.
Speaking on the occasion, Pullela Gopichand said recovery is an integral part of an athlete’s training programme and appropriate footwear plays an important role in supporting recovery between training sessions.
He said the partnership reflects a practical approach towards understanding athletes’ needs and incorporating their feedback into product development.
Yashesh Mukhi said the growing participation in sports and fitness has increased awareness about recovery, and the collaboration would help the company better understand user requirements and further improve its products.
The company said the partnership forms part of its strategy to strengthen its presence in the recovery and athleisure footwear segment while expanding its omnichannel business through its direct-to-consumer platform, online marketplaces and offline retail network.
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