Chupps Footwear Partners with P. Gopichand Badminton Academy as Official Footwear Recovery Partner

Year-long collaboration to support athlete recovery through real-world product testing and feedback at one of India’s leading badminton training institutions

Chupps Footwear, an Indian D2C open footwear brand, has entered into a one-year partnership with the P. Gopichand Badminton Academy (PGBA), one of India’s leading high-performance badminton institutions, as its official footwear recovery partner. The partnership was announced at a press meet in Hyderabad by Yashesh Mukhi, Founder of Chupps Footwear, and Pullela Gopichand.

The collaboration places Chupps Footwear within the academy’s training ecosystem, where athletes undergo intensive practice sessions and recovery forms an important part of their routine. Under the partnership, players will use Chupps Footwear during off-court hours, allowing the company to collect feedback on comfort, cushioning, fit, and recovery through regular use.

According to the company, feedback received from athletes and coaches will contribute to future product design and development, particularly for its recovery and athleisure footwear category.

The P. Gopichand Badminton Academy has produced several international badminton players and operates with a focus on performance, discipline, and consistency. The partnership also aligns with the academy’s emphasis on athlete well-being, including recovery and foot health.

As part of the collaboration, activities will include:

• On-ground branding at the P. Gopichand Badminton Academy.
• Co-branded digital content featuring athlete-led stories.
• A structured feedback process involving Pullela Gopichand and academy athletes to support product development.

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.”

Speaking on the association, Yashesh Mukhi, Founder, Chupps Footwear, said:

“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.”

The company stated that the partnership supports its expansion in the recovery and athleisure footwear segment through athlete feedback and product validation. Chupps Footwear also continues to expand its omnichannel presence across its D2C platform, marketplaces including Myntra and Amazon, and its offline retail network.