Puma Announces Global Partnership With Hyrox

4 June 2024

Global sports company PUMA has announced a worldwide partnership with HYROX , the world fitness racing series, which will see PUMA become the official apparel and footwear partner of all HYROX races from 2024 to 2027.

PUMA has been a local partner of HYROX since the first-ever race took place in Hamburg with 600 competitors in 2018. PUMA's new worldwide partnership is a testament to the global success of HYROX, which will see more than 65 races and over 175,000 participants competing in the 2023/24 season.

The global partnership will see PUMA develop a full line of HYROX apparel featuring the company's innovative Cloudspun technology with moisture-wicking dryCELL. PUMA will also release custom HYROX colorways on existing footwear models, including the award-winning Velocity NITRO™ 3, Deviate NITRO™ 3 and Deviate NITRO™ Elite 3.

Commenting on the announcement, Arne Freund, CEO of PUMA, said: "Fitness has found a new dimension with HYROX. We are excited to start the next chapter of the PUMA and HYROX story and bring the exciting sport of fitness racing to even more people.

"PUMA and HYROX have been pioneering the sport at a local level for over six years. As the community grows, we will continue to work together to find innovative ways to engage consumers and revolutionize the fitness experience for competitors around the world."

Christian Toetzke, HYROX Founder and CEO, said: "This is a natural partnership for HYROX. PUMA has been on this journey with us since the beginning, and we are thrilled to have a brand with performance at its core across multiple sports disciplines supporting us as we continue to innovate to build the global sport of fitness racing. We believe this style of training and competition is the perfect solution for the global training community, and PUMA will be a great partner to help us spread and expand this message for years to come."

HYROX is an inclusive global fitness race that empowers people of all backgrounds and abilities to join the fitness journey to a healthy lifestyle. The HYROX race is structured around eight rounds, consisting of a 1km run and one functional movement. With four categories - Team Relay, Doubles, Individual Open and Individual Pro - the race is accessible and challenging, regardless of fitness level or experience.

PUMA will officially activate its global partnership rights across all HYROX events throughout the season through 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.