HYROX and PUMA Lock In Partnership Through 2030
Global fitness company PUMA plans to extend its partnership with HYROX for at least five more years.
- The fitness race has continued to grow in popularity over the past few years, with more than 1.3 million racers expected in the 2025/26 season.
The HYROX race, which includes eight kilometers of running and eight different functional fitness stations, has become a phenomenon within the fitness industry.
Early on, PUMA partnered with HYROX, evolving from a simple collaboration in 2017 to becoming HYROX’s global partner in 2023 and the title sponsor for the HYROX World Championships.
- “Since then, PUMA has used the partnership as a successful platform to increase brand awareness with the sport’s many passionate participants and provides performance products that are tailored to the needs of the athletes,” PUMA wrote in a press release on Wednesday.
The partnership is set to last until 2030, according to PUMA. The company has launched its own performance collection for HYROX, including both apparel and footwear. PUMA has also signed three elite HYROX athletes: Jake Williamson, Joanna Wietrzyk, and Hidde Weersma.
- “HYROX, which has grown enormously in recent years, is one of our strategically most important partnerships as a sports brand, and a great showcase for our innovative performance products, such as our combination of NITRO™ technology and industry-leading PUMAGRIP,” said PUMA CEO Arthur Hoeld.
PUMA isn’t the only company to recognize the potential of HYROX. Notable CrossFit training camps, such as PRVN and HWPO Training, have launched separate HYROX training tracks for their athletes.
Just last weekend, HWPO Training was the title sponsor for HYROX Boston. The momentum of HYROX is incredibly impressive, and PUMA’s early renewal is proof that this is a sport that’s here to stay.
One last thing: The first Major of the 2025/26 season will kick off in the fitness race’s hometown of Hamburg, Germany, on Thursday, October 2.
