PUMA turns up the intensity with global HYROX partnership

Global sports company PUMA has partnered with HYROX, the world series of fitness racing, as the official apparel and footwear partner for all global HYROX races from 2024 to 2027.

PUMA has been a local partner to HYROX since the first race held in Hamburg in 2018 with 600 competitors taking part.

PUMA’s new worldwide partnership is testament to the global success of HYROX, which has seen more than 175 000 participants compete in over 65 races during the 2023/24 season.

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HYROX-specific apparel

The global partnership will see PUMA develop a full range of HYROX apparel, utilising its innovative Cloudspun technology that features dryCELL moisture-wicking properties.

PUMA will also release bespoke HYROX colourways of existing footwear models, including:

1. PUMA Velocity NITRO™ 3
2. PUMA Deviate NITRO™ 3
3. PUMA Deviate NITRO™ Elite 3

These award-winning shoes will enhance HYROX competitor performance during one of the most well-rounded tests of fitness on earth.

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A new fitness dimension

Commenting on the announcement, 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.”

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The HYROX format

HYROX is an inclusive global fitness race, serving people of all backgrounds and abilities on their fitness journeys to create a healthy lifestyle.

A 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 and challenging, no matter what level 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.

Author: Pedro van Gaalen

When he’s not writing about sport or health and fitness, Pedro is probably out training for his next marathon or ultra-marathon. He’s worked as a fitness professional and as a marketing and comms expert. He now combines his passions in his role as managing editor at Fitness magazine.