HERZOGENAURACH, Germany — Global sports company PUMA, has announced a worldwide partnership with , the world series of fitness racing. The partnership sees PUMA become 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 ever race, held in Hamburg in 2018 with 600 competitors taking part.
PUMA’s new worldwide partnership is testament to the global success of HYROX, which has seen more than 175,000 participants compete in over 65 races during the 2023/24 season. The global partnership will see PUMA develop a full range of HYROX apparel, utilising its innovative Cloudspun technology that features dryCELL moisture-wicking properties. PUMA will also release bespoke HYROX colourways of existing footwear models, including the award-winning Velocity NITROTM 3, Deviate NITROTM 3 and Deviate NITROTM Elite 3 – enhancing HYROX competitor performance during one of the most well-rounded tests of fitness on earth.
Commenting on the announcement, PUMA CEO Arne Freundt said: “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 revolutionise the fitness expe.