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Industry Talk

Puma extends partnership with Hyrox

Apparel will be based on Cloudspun technology featuring dryCELL moisture-wicking properties.

5th June 2024

Innovation in Textiles
 |  Hamburtg, Germany


Puma is the official apparel and footwear partner for all Hyrox fitness races from 2024 to 2027.

The two companies have partnered since the first ever Hyrox  race, held in Hamburg in 2018, with 600 competitors taking part – in the 2023/24 season, more than 175,000 participants competed in over 65 Hyrox races.

Puma will develop a full new range of Hyrox apparel based on its Cloudspun technology that features dryCELL moisture-wicking properties. It will also design bespoke Hyrox colourways for existing Puma footwear, including the award-winning Velocity, Deviate and Deviate Nitro 3 running shoes.

“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,” said Puma CEO Arne Freundt. “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 collaborate and identify new ways to engage consumers and revolutionise the fitness experience for competitors around the world.”

“This is the natural partnership for Hyrox,” added Hyrox founder and CEO Christian Toetzke. “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 help us continue to spread and amplify that message over the coming years.”

A Hyrox race consists of eight rounds of one-kilometre runs followed intersperesed with other activities. There are four different race categories to choose from – Team Relay, Doubles, Individual Open and Individual Pro – making it accessible and challenging, no matter what level of fitness or experience.

Puma will also support key athletes in the Hyrox Elite 15 – the top tier athletes of Hyrox fitness racing – who will exclusively wear Puma’s new Deviate Nitro 3 running shoes throughout the season.

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