Puma both renewed and extended its partnership with Hyrox, the World Series of Fitness Racing, until 2030. As part of the agreement, Puma will provide official sportswear for the race series, including shoes with Nitro technology, be the exclusive title partner for the Hyrox World Championships and signed three additional elite Hyrox athletes as global brand ambassadors.
The Hyrox series combines running and functional training into one competition. Puma saw the potential in the fast-growing sport and partnered with Hyrox since the first race in Hamburg, Germany, in 2017, before becoming a global partner in 2023. Since then, Puma has leveraged the partnership as a platform to increase brand awareness with performance products tailored to the participants.
“Hyrox, which has grown enormously in recent years, is one of our strategically most important partnerships as a sports brand, and a great showcase for our innovative performance products, such as our combination of Nitro technology and industry-leading PumaGrip,” said Puma CEO Arthur Hoeld. “Our products have proven that they support the different requirements of athletes in this very versatile sport and help them to achieve great results. We are very encouraged by the great feedback we have received from athletes and partners alike, which helps us position ourselves even stronger as a sports brand.”
Earlier this year, Puma introduced its first Hyrox performance apparel and footwear collection, noting in a media release that it will continue to expand the offering through 2030.
Puma’s newest Hyrox ambassadors include men’s open doubles world record holder, Jake Williamson, women’s pro doubles world record holder and Australia’s fastest female, Joanna Wietrzyk and Hidde Weersma, the Dutch athlete who won the men’s pro 25-29 World Championships in 2024 and is the strength and conditioning coach of the NOCNSF, the governing body responsible for the participation of Dutch athletes in the Olympic and Paralympic Games. They join a roster of over 60 Puma-sponsored athletes in the sport, including the 2025 Hyrox World Champion Linda Meier, 2024 Hyrox World Champion Megan Jacoby and three-time Hyrox World Champion and men’s pro world record holder Hunter McIntyre, among others.
Puma’s VP of Brand and Marketing, Richard Teyssier, stated, “The continuation of this partnership for the next years reinforces Puma’s commitment to the growth of fitness racing and provides the right platform to increase our brand awareness within the Hyrox community and beyond. On top of that, bringing together these outstanding athletes to our global team underlines our commitment to championing the next generation of fitness talent and to win the hearts of Hyrox racers, positioning Puma as the community’s most trusted and innovative brand.”
“This partnership marks a defining milestone in our journey, and the progress we’ve made has been nothing short of remarkable. Last year, we solidified this collaboration with Puma, becoming the official global apparel and footwear partner for all Hyrox events, and today, extending this partnership to 2030 sets the stage for the next chapter of our evolution,” added Moritz Fürste, co-founder of Hyrox.
Puma noted that the race series has had a 100 percent year-on-year increase. The 2024/25 season saw 74 events held, attracting over 650,000 participants. The 2025/ 26 season is set to draw 1.3 million participants across over 100 events by 2026.
Celebrating the early renewal of their contract extension, Puma will be present in Hyrox’s hometown for four days at the Hamburg Exhibition Halls. The venue will feature the first major of the season, with elite racing taking center stage as top-tier athletes compete at the highest level. Over 15,000 athletes will compete.
Image courtesy Puma
