This ad will be closed automatically in X seconds.

PUMA reveals global partnership with fitness racing world series, HYROX

PUMA has secured a worldwide partnership with HYROX, 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. The 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.

PUMA will now develop a full range of HYROX apparel, while it will also release bespoke HYROX colours of existing footwear models.

“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,” commented Arne Freundt, ceo at PUMA. “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, founder and ceo at HYROX, continued: “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.”

PUMA will physically activate its global partnership rights at all HYROX events throughout the season until 2027. It will also support key athletes in the HYROX Elite 15 – the top tier of HYROX fitness racing – who will exclusively wear PUMA’s new Deviate NITRO 3 running shoe throughout the season.

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

MORE NEWS
TfLlunchbox500x500
 
Designed by creative agency Crush Creative, the guide includes a set of colourful, illustrated assets that draw on TfL’s heritage and serve as a toolkit for licensees developing products for young audiences....
Tulipop500x500
 
Tulipop Studios - creator and owner of the Icelandic character-based Tulipop IP - is growing into new markets having secured a number of fresh deals....
YakkaDee500x500
 
Rachel Bardill and Liz Keynes - both well known and respected family and children's brand strategists - have come on board to further drive awareness for the preschool show....
AliceBurden500x500
 
In her new role, Alice will be responsible for steering and driving forward the strategic and creative direction of Toon2Tango, focusing on storytelling and creative development....
job
 
H&A is looking to further strengthen its team with the appointment of a supply chain planner....
SManners500x500
 
Industry trade body, Licensing International has responded to Labour's Budget from earlier this week, saying that moving forward 'beloved brands' will be more important than ever before in providing a point of difference....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.