Hyrox, the fast-growing global fitness racing format combining running and functional training, has extended its partnership with PUMA until 2030. The German brand has been a supporter since the first race in Hamburg in 2017 and became global partner in 2023.
Puma CEO Arthur Hoeld described Hyrox as “one of our strategically most important partnerships,” highlighting the sport as a showcase for its latest innovations, such as Nitro and Pumagrip technologies. Earlier this year, Puma launched its first dedicated performance collection for Hyrox and plans to expand the range with more athlete-driven storytelling and product innovations.
As part of the renewed partnership, Puma expanded its roster of Hyrox athletes, adding Jake Williamson, Joanna Wietrzyk and Hidde Weersma to a lineup that already includes World Champions Linda Meier, Jake Dearden, Megan Jacoby and Hunter McIntyre. The brand now supports more than 60 Hyrox athletes globally.
The extension comes at a time of explosive growth for the competition. Hyrox recorded a 100 percent year-on-year increase in 2024/25, staging 74 events with more than 650,000 participants. For the 2025/26 season, organizers forecast over 100 events and 1.3 million participants worldwide, cementing its position as a leading mass-participation fitness sport.
“Extending this partnership to 2030 sets the stage for the next chapter of our evolution,” said Hyrox co-founder Moritz Fürste, emphasizing the rare longevity of the collaboration and its role in building the identity and accessibility of the sport.
Puma will celebrate the new contract with a strong presence at the first Major of the 2025/26 season in Hamburg, where more than 15,000 athletes are set to compete across four days at the city’s exhibition halls.
Puma could really use this positive news right now. Takeover rumors and a downward trend in sales have dominated the company’s headlines recently.
