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Puma announces global partnership with racing programme Hyrox

Katie Ross
04 June 2024

Puma has announced a new partnership with fitness racing programme Hyrox, making the German sportswear giant the official apparel and footwear partner for all Hyrox races from 2024 to 2027.

Puma and Hyrox have shared a local partnership since Hyrox’s first-ever race in Hamburg in 2018, with 600 competitors taking part.

Hyrox, which was founded in 2017 by Olympic hockey champion Moritz Fürste and former triathlete Christian Toetzke, hosts fitness racing events where participants run 1 kilometre, followed by 1 functional workout station, repeated eight times. Over the 2023-2024 season, 175,000 people have competed in over 65 races.

Puma will develop a full range of Hyrox apparel, using its Cloudspun technology that features Drycell moisture-wicking properties. The activewear multinational will also release bespoke Hyrox colourways of popular footwear silhouettes, including the Velocity Nitro 3, Deviate Nitro 3 and Deviate Nitro Elite 3.

Puma CEO, Arne Freundt, 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 Founder and CEO, added: “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.”

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