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.
