The sportswear giant will continue backing the popular fitness racing competition, providing official gear and signing additional Hyrox athletes
As Hyrox has catapulted to popularity since its inception in 2017, the modality has been supported by sports brand Puma. It appears that relationship is holding strong, as Puma announced an early extension of its Hyrox partnership for another five years.
Until 2030, Puma will provide official sportswear for Hyrox, including shoes with the brand’s trademarked Nitro technology. Puma is also becoming the exclusive title partner for the Hyrox World Championships.
Puma has also signed three additional elite Hyrox athletes as global brand ambassadors, adding to its roster of over 60 Puma athletes in the sport.
“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,” said Puma CEO Arthur Hoeld. “Our products have proven that they support the different requirements of athletes in this very versatile sport and help them to achieve great results. We are very encouraged by the great feedback we have received from athletes and partners alike, which helps us position ourselves even stronger as a sports brand.”
Puma Bets On Hyrox’s Growing Success
As one of the most globally recognizable sports and athleticwear brands, Puma has made clear its investment in Hyrox is serious. The Puma-Hyrox partnership has been alive since the fitness racing competitions began in 2017, and then became a global partner in 2023. Earlier this year, the brand launched its first performance collection made for Hyrox, with both apparel and footwear. It aims to expand the collections as the partnership continues.
“The continuation of this partnership for the next years reinforces Puma’s commitment to the growth of fitness racing and provides the right platform to increase our brand awareness within the Hyrox community and beyond,” said Puma’s vice president of brand and marketing Richard Teyssier. “Bringing together these outstanding athletes to our global team underlines our commitment to championing the next generation of fitness talent and to win the hearts of Hyrox racers, positioning Puma as the community’s most trusted and innovative brand.”
Built around its unique race format of eight one-kilometer runs and eight workout stations (including sled push and pull, rowing machines and burpees), Hyrox has kept up momentum on explosive growth, with a 100% year-on-year increase. In its 2024 to 2025 season, Hyrox held 74 events with more than 650,000 participants, with the upcoming season anticipating 1.3 million participants across over 100 events by 2026.
The announcement follows a summer of expansion for Hyrox, during which Peloton partnered with the brand to become its digital training partner, and gyms like New York Sports Clubs and Everlast Gyms have expanded their locations to better support Hyrox athletes.
“This partnership marks a defining milestone in our journey, and the progress we’ve made has been nothing short of remarkable,” said Hyrox co-founder Moritz Fürste. “Last year, we solidified this collaboration with Puma becoming the official global apparel and footwear partner for all Hyrox events, and today, extending this partnership to 2030 sets the stage for the next chapter of our evolution.”
To celebrate the early contract renewal and extension, Puma will attend a four-day event at the Hamburg Exhibition Halls, where elite racing takes center stage as top Hyrox athletes compete. Over 15,000 athletes are slated to participate.
