PUMA has announced a worldwide partnership with HYROX, the ‘world series of fitness racing’. The partnership sees PUMA become the official apparel and footwear partner for all HYROX races from 2024 to 2027.
PUMA has been a local partner to HYROX since its first ever race, held in Hamburg in 2018 with 600 competitors taking part. PUMA’s new worldwide partnership reflects the international expansion of HYROX, which has since seen over 200,000 finishers overall, and over 65 races in the 2023-24 season alone.
The global partnership will see PUMA develop a full range of HYROX apparel utilising its Cloudspun technology which features dryCELL moisture-wicking properties. PUMA will also release bespoke HYROX colourways of its existing footwear models, including the Velocity NITRO 3, Deviate NITRO 3 and Deviate NITRO Elite 3.
PUMA CEO Arne Freundt said “Fitness has found a new dimension in HYROX and we are delighted to start the next chapter in the PUMA and HYROX story, bringing the exciting sport of fitness racing to an even broader audience.
“PUMA and HYROX have been pioneering the sport for more than six years at a local level, and as the community grows, we will continue to work in collaboration to identify innovative ways to engage consumers and revolutionise the fitness experience for competitors across the globe.“
HYROX Founder and CEO, Christian Toetzke, said “This is the natural partnership for HYROX. PUMA has been on this journey with us since the start, and we are delighted that a brand with performance at its heart, across multiple sporting disciplines, will continue to innovate and support us as we build the global sport of fitness racing.
“We believe this style of training and competition is the optimal solution for the global training community, and PUMA will be a fantastic partner to help us continue to spread and amplify that message over the coming years.”
Each HYROX race consists of eight rounds of a 1km run followed by one functional movement. There are four different race categories to choose from – Team Relay, Doubles, Individual Open and Individual Pro – making it accessible as well as challenging, regardless of fitness or experience.
PUMA will physically activate its global partnership rights at all HYROX events throughout the season until 2027. PUMA will also support key athletes in the HYROX Elite 15 – the top tier of HYROX fitness racing – who will exclusively wear PUMA’s new Deviate NITRO 3 running shoe throughout the season.
