Hits, Blazes, and Bold Entrances

It feels like the world’s already turned into one big reality show, and we’re only halfway through the first month of the year. From rebranding surprises to red carpet stunts, here’s everything you need to catch up on this week.

1. From PUMA to PVMA

In a plot twist no one saw coming, PUMA decided to temporarily ditch its signature ‘U’ and rebrand as PVMA in honor of PV Sindhu, our badminton superstar.

Why the rebranding? Because when you’ve got a legend who has two Olympic medals, a bunch of world titles, and an undeniable swag endorsing your brand, you don’t just hand her a bouquet—you flip your logo for her. (Or was it a genius marketing stunt pulled off just in time, to make a mistaken ‘V’ a win?)

Fans are absolutely loving this power move, with social media lighting up with comments like, "PVMA—because smashing boundaries is the real game!" Whether you’re serving on the court or serving looks off it, this rebrand is a straight-up mic drop.

2. LA Wildfires: Villain of the Week

Tragedy hit sunny Los Angeles as wildfires blazed through the city, leaving a trail of destruction in their wake. Celebrities like Pierce Brosnan, Paris Hilton and others found themselves LA-homeless overnight, proving that even multi-million-dollar mansions aren’t fireproof.

But it’s not all doom and gloom—communities have come together to support those affected, showing that humanity shines brightest in the darkest times.

How can you help?

• Donate to the California Community Foundation’s Wildfire Relief Fund: https://www.calfund.org/funds/wildfire-recovery-fund/ or the Red Cross.

• Share resources and information to those in need.

The wildfires are a reminder that we need to treat our planet with a little more love—before it decides to take more of us to task.

3. Timothée Chalamet: Red Carpet, Lime Green Bike, Zero Chill

Just when we thought red carpet entrances couldn’t get more dramatic, Timothée Chalamet said, “Hold my bike.” The heartthrob made jaws drop at the London premiere of his film, "A Complete Unknown", by pedaling onto the scene on a Lime e-bike— why not?

Decked out in a floral silk shirt, a dapper black suit, and dripping in Cartier diamonds, Timmy’s arrival screamed, “Eco-warrior meets haute couture.”

But why the bike? Was it a subtle nod to sustainable living? A marketing stunt for a cycling collab? Or did he just forget to book an Uber? Whatever the reason, it worked. Social media can’t stop gushing about his bold entrance. Some are even calling him the next face of fashion-forward commuting.

Timmy, you’ve officially made us question why we bother walking into rooms anymore.

Onto some Hub news…

Malharika’s Graduation 🎓

Malharika, AKA Mals, our Brand Alliances & Partnerships superstar, has officially graduated from her incredible 22-month stint at The Hub Bengaluru & The Hubverse.

From smashing it with PadelPark India to rolling out genius campaigns for Rapido, Malharika has been the glue that held our biggest projects together. Deadlines, budgets, and client expectations? She handled them all like a boss.

Her next big adventure? Leading our Mumbai expansion. That’s right—she’s taking her brilliance to the city that never sleeps. Malharika, you’ve been an inspiration, a game-changer, and the Beyoncé of our team. We’ll miss you, but we know you’re off to conquer even greater heights.

Here’s to you, Malharika. 🧡