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 of HYROX since the first race, held in Hamburg in 2018, with 600 competitors participating. This partnership is a testament to HYROX's global success, which has seen more than 175,000 participants compete in over 65 races during the 2023/24 season.
“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,” said PUMA CEO Arne Freundt.
“PUMA and HYROX have been pioneering the sport locally for more than six years. As the community grows, we will continue to collaborate to identify innovative ways to engage consumers and revolutionise the fitness experience for competitors worldwide.“
Utilising its innovative Cloudspun technology, PUMA has developed a full range of HYROX apparel, which features dryCELL moisture-wicking properties. PUMA will also release bespoke HYROX colourways of existing footwear models, including the award-winning Velocity NITRO 3, Deviate NITRO 3 and Deviate NITRO Elite 3.
With four race categories, including Team Relay, Doubles, Individual Open, and Individual Pro, HYROX ensures accessibility and challenge, regardless of one's fitness level or experience.
“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,” said HYROX Founder and CEO, Christian Toetzke.
“We believe this training and competition style is the optimal solution for the global training community. PUMA will be a fantastic partner to help us continue to spread and amplify that message over the coming years.”
PUMA will not only physically activate its global partnership rights at all HYROX events until 2027 but also provide exclusive support to critical athletes in the HYROX Elite 15. These athletes will be privileged to wear PUMA’s new Deviate NITRO 3 running shoes throughout the season.
