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Puma becomes official apparel and footwear partner of HYROX

This agreement builds on Puma's existing involvement with HYROX as a local partner serving since the sport's debut race in Hamburg in 2018.

The global sportswear giant, Puma signed a landmark partnership with HYROX, the world’s leading fitness racing series.

This multi-year deal, running from 2024 to 2027, designates the sportswear brand as the official apparel and footwear partner for all HYROX races.

This agreement builds on the German sportswear brand’s existing involvement with HYROX. Since the sport’s debut race in Hamburg in 2018, the athletic apparel brand has served as a local partner. HYROX has seen explosive growth in recent years, attracting over 175,000 participants in more than 65 races during the 2023/24 season.

Commenting on the announcement, Arne Freundt, PUMA, CEO, 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 experience for competitors across the globe.“

Christian Toetzke, HYROX’s founder and CEO, 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.”

Throughout the partnership, the German brand will have a significant presence at HYROX events worldwide. Additionally, the third largest sportswear manufacturer in the world will sponsor key athletes within the HYROX Elite 15, the sport’s highest competitive tier. These elite competitors will be exclusively outfitted with Puma’s Deviate NITRO™ 3 running shoes throughout the racing season.

HYROX is a unique global fitness competition designed to be inclusive for a wide range of athletes. It combines running with functional fitness movements, challenging participants with an eight-part circuit. Each circuit begins with a 1-kilometer run, followed by a different exercise station, repeated eight times in total. These stations target various muscle groups with exercises like sledge pushes, rowing, and burpee broad jumps. With different weight categories and team options, HYROX offers a chance for people of all fitness levels to push their limits and compete alongside others.

Founded in 1948, Puma is a renowned German brand known for its cutting-edge athletic footwear, apparel, and accessories. The company is dedicated to empowering athletes to achieve their full potential through innovative performance technology. The German sportswear company recently expanded its global brand presence by becoming the official kit and training wear partner for several prominent football clubs, including Derby County FC (DCFC), Southampton FC (SFC) and RB Leipzig.

Puma’s dedication to the Indian sports scene is evident through its existing partnerships with star cricketer, Virat Kohli. The brand has further solidified its commitment by signing a multi-year deal with the Athletics Federation of India (AFI) to become the national governing body’s official kit sponsor.

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