HYROX has announced INTERSPORT, one of the largest sporting goods retailers in the world, as the official title partner of four of its European races in 2025, as the fitness racing series continues its expansion across the continent.
The partnership sees INTERSPORT support HYROX events this year in Maastricht (held in February), Hamburg (October 3–5), Bordeaux (November 20–23) and Stockholm (December 19–21). INTERSPORT will also partner with PUMA for exclusive in-store registration activity and retail experiences at each location.
The deal includes branding integration at key race points – including the HYROX Welcome Arch, Start Tunnel, Finish Tower and spectator zone known as the Thunderdome – along with athlete-focused content.
Over 7,000 participants and 8,500 spectators attended the HYROX event in Maastricht earlier this year. The remaining three events are expected to bring in a combined 36,000 athletes and 32,000 spectators.
Founded in Hamburg in 2017 by Olympic field hockey champion Moritz Fürste and Christian Toetzke, formerly of Lagardère Sports and IRONMAN, HYROX blends fitness and functional training in a race format designed for mass indoor participation. The first event attracted just 650 competitors, but the format has grown rapidly into an international series.
The new retailer collaboration supports INTERSPORT’s aim of remaining close to local sporting communities while supporting broader participation. It also provides an opportunity for the brand to promote performance apparel and footwear – including PUMA’s NITRO technology range – to both new and existing fitness consumers.
Andy Hogg, General Manager, Brand and Marketing at INTERSPORT International Corporation, said “We are extremely proud and excited to partner with HYROX, one of the fastest growing health and fitness events in the world.
“This partnership is another milestone moment for INTERSPORT, reaffirming our commitment to connecting with sports and health enthusiasts, offering support, and ensuring we remain at the heart of local sporting communities.”
HYROX co-founder Moritz Fürste added “With the incredible growth of HYROX in recent years, our partnership with INTERSPORT is a timely next step as we continue our plans to evolve and grow further.
“With this partnership we hope to continue our mission of enabling people of all fitness levels to train for and participate in HYROX and working together to connect the world’s fitness communities through shared experiences.”
www.hyrox.com
www.intersport.com
