PUMA has announced the early renewal and extension of its long-term partnership with HYROX, ‘the World Series of Fitness Racing’, until 2030.
PUMA will continue as the official sportswear provider for HYROX, featuring shoes with its NITRO technology, and will become the exclusive title partner for the HYROX World Championships.
PUMA has partnered with HYROX since the first race in Hamburg in 2017, before becoming a global partner in 2023. The fitness event series combines running and functional training into one competition and has reported 100% year-on-year growth.
The 2024–2025 HYROX season featured 74 events and attracted more than 650,000 participants. The upcoming 2025–2026 season is projected to draw 1.3 million participants across over 100 events, according to the HYROX.
Arthur Hoeld, PUMA Chief Executive Officer, said “HYROX, which has grown enormously in recent years, is one of our strategically most important partnerships as a sports brand, and a great showcase for our innovative performance products, such as our combination of NITRO technology and industry leading PUMAGRIP.
“Our products have proven that they support the different requirements of athletes in this very versatile sport and help them to achieve great results.”
PUMA also announced an expansion of its roster of elite HYROX athletes, which now totals more than 60.
New ambassadors include Men’s Open Doubles world record holder Jake Williamson, Women’s Pro Doubles world record holder Joanna Wietrzyk (Australia’s fastest female), and Hidde Weersma, the Dutch athlete who won the Men’s Pro 25–29 World Championships in 2024.
They join existing PUMA athletes such as 2025 HYROX World Champion Linda Meier, 2024 HYROX World Champion Megan Jacoby, and three-time HYROX World Champion Hunter McIntyre.
Richard Teyssier, PUMA Vice President of Brand and Marketing, said “The continuation of this partnership for the next years reinforces PUMA’s commitment to the growth of fitness racing and provides the right platform to increase our brand awareness within the HYROX community and beyond.”
Moritz Fürste, Co-Founder of HYROX, added “From our very first race in Hamburg in 2017, PUMA has been with us since day one – a rarity in the world of sports partnerships. This relationship has not only shaped the identity of HYROX but has been truly foundational to the growth of the sport itself.
“This extended partnership allows us to keep pushing the boundaries of innovation, inspiring athletes, and ensuring that HYROX remains accessible to competitors of all levels, across the globe.”
