Puma has elevated its involvement in the world of competitive fitness by announcing a global partnership with Hyrox, the series known as the “world series of fitness racing.” This deal establishes Puma as the official apparel and footwear sponsor for all Hyrox events from 2024 through 2027. Puma’s association with Hyrox dates back to the event’s inaugural race in Hamburg in 2018, which started with just 600 competitors. The event has since expanded dramatically, with the 2023/24 season featuring approximately 175,000 participants across over 65 races.
Under the new agreement, Puma will design exclusive Hyrox gear using its Cloudspun technology, known for its moisture-wicking properties. Additionally, Puma will introduce special Hyrox editions of its existing footwear lines, including the Nitro 3, Deviate Nitro 3, and Deviate Nitro Elite 3 models. Arne Freundt, CEO of Puma, expressed enthusiasm about the partnership, emphasizing Puma’s commitment to expanding the reach of fitness racing globally. Christian Toetzke, Hyrox Founder and CEO, also praised the partnership, highlighting Puma’s integral role in Hyrox’s growth and their shared vision for the sport’s future.
This partnership will see Puma actively involved in all Hyrox events, supporting top athletes in the Hyrox Elite 15 with the latest Puma footwear innovations throughout the competitive season until 2027.
