/PRZWT/October 1, 2025, Herzogenaurach, Germany - Global sports brand PUMA announced the extension of its global partnership with the World Fitness running series HYROX until 2030. HYROX is expected to attract over 1.3 million participants worldwide in the 2025/26 season. Until 2030, PUMA will continue to provide HYROX with official sportswear and a series of shoes equipped with the industry-leading NITRO™ nitrogen technology, and become the exclusive title partner of the HYROX World Championship. In addition, PUMA has newly signed three top HYROX elite athletes as global brand ambassadors.
HYROX combines running with functional training, pioneering a new fast-paced competition model and successfully igniting a craze in the fitness industry, becoming the fastest-growing fitness sport globally. Puma recognized the huge potential of HYROX as a sport and began to collaborate with it at the first Hamburg Grand Prix in 2017. In 2023, it upgraded to a global partner. This collaboration has helped Puma enhance its brand awareness among numerous HYROX sports enthusiasts worldwide and create professional performance equipment for HYROX.
Puma's CEO Arthur Hoeld said: The rapidly developing HYROX event in recent years is one of Puma's most important strategic partnerships and an excellent showcase for Puma's innovative performance products, such as the HYROX co-branded shoes that combine NITRO ™ nitrogen technology with the industry-leading Puma Grip anti-slip technology. Facts have proved that our products can meet the diverse needs of HYROX athletes and help them achieve outstanding results. The positive feedback from athletes and partners has greatly encouraged us, which will help us establish a stronger market position in the sports brand field.
At the beginning of this year, Puma launched its first HYROX professional product line, covering clothing and footwear. As the two sides embark on a new journey towards 2030, PUMA will continue to expand this co-branded product line, infusing more product innovations into the highly successful PUMA x HYROX collaboration series and deepening the brand narrative through the stories of athletes.
In the announcement released at the HYROX Hamburg Grand Prix in Germany on October 1, 2025, Puma also announced another exciting piece of news - the lineup of the brand's elite HYROX athletes has undergone a significant expansion. The three latest HYROX athletes signed by Puma are: Jake Williamson, the world record holder of Men's Open Doubles; Joanna Wietrzyk, the world record holder of Women's Pro Doubles and the fastest female athlete in Australia, and Hidde Weersma, a renowned athlete from the Netherlands. Hidde Weersma not only won the championship in the men's elite 25-29 age group at the 2024 World Championships, but also served as the director of physical training for the Dutch National Olympic Committee and Sports Federation (NOCNSF).
The above-mentioned elite athletes have now become part of Puma's global team of over 60 HYROX athletes, which also includes Linda Meier, the new champion of the 2025 HYROX World Championships, and Megan Jacoby, the champion of the 2024 HYROX World Championships. And global top players such as Hunter McIntyre, who has won the HYROX World Championship three times.
Richard Teyssier, Vice President of Global Brand and Marketing at Puma, said: "The deepening partnership in the coming years not only demonstrates Puma's firm commitment to the development of fitness racing sports, but also provides an excellent platform for us to enhance our brand influence within the HYROX community and beyond." More importantly, including these top athletes in our global athlete team fully demonstrates Puma's determination to cultivate the next generation of fitness runners and win the favor of HYROX athletes, thereby solidifying Puma's market position as the most trusted and innovative brand in the HYROX community.
Moritz Furste, co-founder of HYROX, added: "This collaboration is an important milestone in the development process of HYROX, and the progress we have made together is truly extraordinary." Last year, PUMA became the official global apparel and footwear partner for all HYROX events, further strengthening this partnership. Now, the two sides have extended their collaboration until 2030, laying a solid foundation for us to write a new chapter. Since we held our first race in Hamburg in 2017, Puma has always been by our side, which is quite rare in the case of cooperation in the sports world. This partnership not only shaped the brand image of HYROX but also served as the cornerstone for promoting the development of this sport. Through deepening cooperation, we are able to continuously break through the boundaries of innovation, inspire athletes at all levels around the world, and ensure that HYROX always keeps its arms open to everyone. The brand concept of Puma 'Go Wild' is perfectly in line with the brand spirit of HYROX, which is' Fearless, True and never stop '. We look forward to working together to continue pushing the limits and helping every athlete unleash their potential."
HYROX is sweeping the world at an astonishing speed, with a year-on-year increase of 100% in the number of participants. In the 2024/25 season, 74 events have been held, attracting over 650,000 players. With the continuous strengthening of its development momentum, it is expected that over 100 events will be held by the 2025/26 season, and the total number of participants is likely to exceed 1.3 million, further solidifying HYROX's position as a global fitness phenomenon event.
To celebrate the renewal agreement reached with HYROX, Puma held a four-day special event in Hamburg, Germany, the birthplace of HYROX. At the same time, as the first Major event of HYROX this season, more than 15,000 top athletes will engage in the ultimate battle of strength and endurance here, and Puma's HYROX strategic blueprint for the next five years will also unfold here.
About PUMA
PUMA is a globally renowned sports brand that designs, develops, sells and promotes a wide range of footwear, clothing and accessory products. For 75 years, PUMA has been committed to promoting the long-term development of sports and culture by providing high-quality products for athletes around the world who pursue faster speeds. PUMA offers a wide range of sports products covering football, running, training, basketball, golf and racing, as well as a lifestyle series inspired by sports. PUMA collaborates with outstanding designers and brands to infuse its influence in the sports world into street culture and the fashion sector. The brands under PUMA Group include: PUMA, Cobra Golf and stichd. PUMA is headquartered in Herzogenaurach, Germany, and has over 20,000 employees worldwide. Its products are sold in more than 120 countries and regions.
About HYROX
HYROX is a global system covering events, training and courses, aiming to inspire and influence the lives of 100 million people. The HYROX FITNESS Running competition is a comprehensive event integrating physical fitness, endurance and strength (FITNESS RACING). It adopts a unique competition format combining 8 1-kilometer runs and 8 training stations, establishing the gold standard of fitness running competitions and is moving towards the goal of being recognized by the Olympic Games. In 2024, it was honored on Time magazine's list of the world's 100 most influential companies. By leveraging the transformative power of training and competition to connect the global fitness community, HYROX has become the cultural core of the fitness field.
