Kuala Lumpur, Malaysia – June 6, 2024 – Leading sportswear company PUMA has announced a multi-year global partnership with HYROX, the world’s premier fitness racing series. This agreement sees PUMA become the official apparel and footwear partner for all HYROX races from 2024 to 2027.
The partnership marks a significant expansion of PUMA’s involvement with HYROX. Previously, PUMA served as a local partner since the competition’s inception in 2018. This extended collaboration reflects HYROX’s impressive growth, boasting over 175,000 participants across 65 races during the 2023/24 season.
Under the terms of the agreement, PUMA will develop a dedicated line of HYROX apparel featuring its innovative Cloudspun technology with moisture-wicking dryCELL properties. Additionally, PUMA will release special-edition colorways of its award-winning Velocity NITRO™ 3, Deviate NITRO™ 3, and Deviate NITRO™ Elite 3 footwear specifically designed for HYROX athletes. These products aim to enhance competitor performance during the demanding HYROX races, considered one of the most comprehensive tests of fitness globally.
“Fitness has found a new dimension in HYROX, and we’re thrilled to embark on this new chapter with them,” said PUMA CEO Arne Freundt. “We aim to bring the excitement of fitness racing to a wider audience. PUMA has been a local trailblazer alongside HYROX for over six years. As the HYROX community flourishes, we will continue collaborating to develop innovative ways to engage consumers and revolutionize the fitness experience for athletes worldwide.”
HYROX Founder and CEO Christian Toetzke expressed his enthusiasm for the partnership: “This is a natural fit for HYROX. PUMA has been a long-standing partner, a brand built on performance across numerous sports disciplines. We’re delighted they will continue to innovate and support us as we build HYROX into the leading global fitness racing series. We believe HYROX training and competition offer the perfect solution for the global fitness community, and PUMA is a fantastic partner to help us spread that message over the coming years.”
HYROX is known for its inclusivity, welcoming participants of all backgrounds and fitness levels on their journeys towards a healthier lifestyle. The unique race format consists of eight rounds, each combining a 1km run with a functional movement. With four categories – Team Relay, Doubles, Individual Open, and Individual Pro – HYROX offers a balance of accessibility and challenge for everyone.
PUMA will leverage its global network to activate the partnership through on-site activations at all HYROX events until 2027. Additionally, PUMA will sponsor key athletes competing in the HYROX Elite 15, the top tier of the competition. These elite athletes will be exclusively outfitted in PUMA’s latest Deviate NITRO™ 3 running shoes throughout the racing season.
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