Global sports brand PUMA has announced an exciting worldwide partnership with HYROX, the premier series of fitness racing. PUMA will become the official apparel and footwear partner for all HYROX races from 2024 to 2027.
PUMA has been a local partner since HYROX’s inaugural race in Hamburg in 2018, which saw 600 competitors take part. This new global partnership reflects HYROX’s phenomenal growth, with over 175,000 participants competing in more than 65 races during the 2023/24 season.
Innovative Gear for Elite Performance
As part of the partnership, PUMA will develop a full range of HYROX apparel featuring its advanced Cloudspun technology with dryCELL moisture-wicking properties. PUMA will also release special HYROX colorways of existing footwear models, including the award-winning Velocity NITRO™ 3, Deviate NITRO™ 3, and Deviate NITRO™ Elite 3, aimed at enhancing competitor performance.
PUMA CEO Arne Freundt remarked, “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.”
HYROX Founder and CEO Christian Toetzke added, “PUMA has been with us since the start, and we believe this partnership will help us continue to spread and amplify the message of fitness racing globally.”
Inclusive Fitness for All
HYROX races are designed to be inclusive, offering categories such as Team Relay, Doubles, Individual Open, and Individual Pro, ensuring accessibility for all fitness levels. Each race consists of eight rounds of a 1km run followed by one functional movement.
PUMA will activate its global partnership rights at all HYROX events until 2027 and support key athletes in the HYROX Elite 15, who will wear PUMA’s new Deviate NITRO™ 3 running shoe throughout the season.
The next Singapore HYROX will take place at the FWE Singapore event on 31 August – 1 September 2024. If you’d like to witness the action live as a spectator, get you tickets here.
