MUMBAI: Global sportswear brand Puma has joined hands with Mumbai-based NGO Parcham to empower it in its efforts to break gender stereotypes. It aims to bolster the NGO’s  mission of inspiring women from marginalised communities of Mumbra, a small town in Thane district near Mumbai, to take up football and make it a viable career option.

Since October 2012, Parcham has been helping women break free of prejudices and reclaim their freedom through football and now Puma will support the organisation with training gear and sports shoes that will help the Parcham girls to not only perform better on the field but also bring in a competitive edge. In addition to this, the leading sports brand will also leverage its roster of global sports partners and athletes to provide coaching sessions for Parcham’s trainers, coaches and the footballers.

“It’s very heartening to see a global sports brand like Puma support us in our efforts to encourage more girls to play football. I truly believe sports is an equaliser and has the power to change lives. It is helping us break stereotypes about girls from Mumbra and other marginalised communities. Playing football has not just helped them build their confidence, it has also given them a new outlook and a realization of their right and love for play,” said Parcham’s Salma Ansari.

“Sports has the ability to change lives – it is a powerful tool to challenge gender norms and stereotypes. We believe everyone should have the opportunity to play, irrespective of their gender or background. Through this association, we are looking to drive the change needed for a future where every woman and girl has equal opportunities to pursue her dreams,” said Puma India and Southeast Asia managing director Abhishek Ganguly.