PUMA Group Malaysia picks PR agency

PUMA Group Malaysia has appointed Mad Hat Asia as its PR retainer agency, following a competitive pitch that concluded in January 2026, with a total of two rounds. 

Effective from February 2026 to January 2027, the 12‑month partnership will see Mad Hat Asia serve as PUMA Malaysia’s dedicated PR point-of-contact, overseeing local press office functions and media relations.

The scope includes media and influencer engagement, narrative localisation, relationship management, campaign activation coordination and event support, spanning both Sportstyle and Performance categories.

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The mandate focuses on always-on brand storytelling aimed at building real earned credibility and community connections, rather than one-off campaign noise.

“PUMA’s focus on growing communities around sport across different skill levels and interests makes this an exciting fit for how we approach communications at Mad Hat Asia. We believe the strongest lifestyle brands are built through community-first storytelling that generates participation and conversation, not just visibility,” said Rengeeta Rendava, founder and managing director of Mad Hat Asia.

The appointment comes on the back of Mad Hat Asia’s renewed partnership with Bel Group, where the agency leads integrated communications, brand-building initiatives and consumer engagement.

Mad Hat Asia began working with Bel Group in 2024, and its retainer appointment officially began in February 2026. 

PUMA Group Malaysia also joins the agency's list of clients including Cafe Mesra and Ayam Brand. 

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