How sportswear brands are rewriting playbook to cater to women consumers

How brands such as Puma, Wildcraft and Woodlands are rewriting the marketing playbook to cater to women consumers

For years sportswear brands have had their eyes trained on men. But now women, with their growing engagement with the category and rising purchasing power, are forcing global and local labels to realign their gaze. While some companies are using women’s voices to convey their brands’ messages and some are aligning with women achievers in sports, the changing gender play is forcing everyone to take a fresh look at branding, product design and retail strategies. 

Debosmita Majumder, head of Marketing, Puma India, says “We saw a potential in women as a category to grow way back in 2016 and the brand