Sports Direct, a leading international retailer of sports and fitness footwear, clothing and equipment, has confirmed a new partnership with HYROX.
The collaboration kicked off with HYROX Warsaw in Poland (April 12-13, 2025), where over 2,500 people competed in Europe’s first-ever stadium-based HYROX event weekend.
The sponsorship also extends to HYROX events in London, Cardiff, Maastricht, and Dublin.
According to Sports Direct (owned by Frasers Group), its partnership with HYROX highlights… ‘a drive to inspire athletes of all levels, and champion unparalleled fitness experiences through its ‘Training Starts Here’ initiative.
‘The announcement cements Sports Direct’s position as an industry leader in functional fitness clothing and equipment, bolstered by invaluable partnerships with world-class brands like PUMA.’
Throughout 2025, Sports Direct will host activations on and around HYROX race weekends. In the UK, this will involve Everlast Gyms – Frasers Group’s premium gym and fitness offering – whivh will host interactive fitness challenges with HYROX athletes and spectators. This activation is supported by Everlast Gym’s bespoke 6-week HYROX training programme, available via the Everlast Gyms app.
Michael Murray, CEO of Frasers Group, said “As one of the world’s leading sports retailers, we offer the best selection to help athletes get race ready.
“HYROX and PUMA share this same commitment to performance, making them a natural partner as we challenge consumers to be their best – both in training and on race day.”
Moritz Furste, HYROX Co-founder and CMO, said “Following the success of Sport Direct’s title partnership for HYROX London in December, we’re excited to be evolving this partnership with five more events across UK, Ireland, and Europe.
“HYROX is a sport for everybody, and Sports Direct aligns with our ethos and mission on being accessible for all.”
www.hyrox.com
www.sportsdirect.com
