PUMA Extends HYROX Partnership to 2030 Amid 1.3M Participants

Global sportswear company PUMA has renewed and extended its partnership with HYROX, the World Series of Fitness Racing, through 2030. PUMA will continue as the official sportswear provider, supplying shoes featuring its NITRO technology and becoming the exclusive title partner for the HYROX World Championships. Since its initial partnership in 2017 and global partnership status in 2023, PUMA has leveraged this association to increase brand awareness and provide performance products tailored to the versatile demands of HYROX athletes. The HYROX series, combining running and functional training, is the world’s fastest-growing fitness sport, with over 1.3 million participants expected in the upcoming season. PUMA has also expanded its roster of elite HYROX athletes as global brand ambassadors, including record-holders and recent world champions, further strengthening its commitment to this fitness racing phenomenon. PUMA CEO Arthur Hoeld emphasized the strategic importance of HYROX for showcasing the brand's innovative performance products and supporting athlete performance.