Puma announced a worldwide partnership with Hyrox, the “world series of fitness racing,” making the brand the official apparel and footwear partner for all Hyrox races from 2024 to 2027.
Puma has been a local partner to Hyrox since the first race in Hamburg in 2018, in which 600 competitors took part. The race has grown to a reported “175,000 participants competing in over 65 races during the 2023/24 season.”
Through the global partnership, Puma will develop a range of Hyrox apparel using its Cloudspun technology that features dryCell moisture-wicking properties. Puma will also release Hyrox colorways of existing footwear models, including the Nitro 3, Deviate Nitro 3 and Deviate Nitro Elite 3.
Puma CEO Arne Freundt said of the announcement, “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 revolutionize 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.”
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), challenging for all fitness levels.
As part of the global partnership, Puma will physically activate its 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.
