PUMA
Global sports company PUMA, has announced a worldwide partnership with HYROX, the world series of fitness racing. The partnership sees PUMA become the official apparel and footwear partner for all HYROX races from 2024 to 2027.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20240603109731/en/
Global sports company PUMA has announced a worldwide partnership with HYROX, the world series of fitness racing. (Photo: Business Wire)
PUMA has been a local partner to HYROX since the first ever race, held in Hamburg in 2018 with 600 competitors taking part. PUMA’s new worldwide partnership is testament to the global success of HYROX, which has seen more than 175,000 participants compete in over 65 races during the 2023/24 season.
The global partnership will see PUMA develop a full range of HYROX apparel, utilising its innovative Cloudspun technology that features dryCELL moisture-wicking properties. PUMA will also release bespoke HYROX colourways of existing footwear models, including the award-winning Velocity NITRO™ 3, Deviate NITRO™ 3 and Deviate NITRO™ Elite 3 – enhancing HYROX competitor performance during one of the most well-rounded tests of fitness on earth.
Commenting on the announcement, 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.“
HYROX Founder and CEO, Christian Toetzke, said “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.”
HYROX is an inclusive global fitness race, serving people of all backgrounds and abilities on their fitness journeys to create a healthy lifestyle. A HYROX race consists of eight rounds of a 1km run followed by one functional movement. 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 physically activate its global partnership rights at all HYROX events throughout the season until 2027. PUMA will also support key athletes in the HYROX Elite 15 – the top tier of HYROX fitness racing – who will exclusively wear PUMA’s new Deviate NITRO™ 3 running shoe throughout the season.
PUMA
PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. For 75 years, PUMA has relentlessly pushed sport and culture forward by creating fast products for the world’s fastest athletes. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Basketball, Golf, and Motorsports. It collaborates with renowned designers and brands to bring sport influences into street culture and fashion. The PUMA Group owns the brands PUMA, Cobra Golf and stichd. The company distributes its products in more than 120 countries, employs about 20,000 people worldwide, and is headquartered in Herzogenaurach/Germany.
HYROX
HYROX is the Global Sport of Fitness Racing, inspiring people worldwide to engage in the healthiest form of training and competition on earth. HYROX connects the world’s training communities with a sport, a training methodology and a lifestyle that is accessible to all and conveys the transformative benefits of training and competition to a globally connected audience.
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240603109731/en/
About Business Wire
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Siren Secures Investment to Advance AI-Driven Investigations for National Security2.12.2025 10:30:00 CET | Press release
Decade-Long Partnership Expands Unified Platform For Agencies To Combat Complex Threats Siren, the all-in-one investigation company, today announced a strategic investment from Elastic (NYSE: ESTC), the company behind Elasticsearch. The investment deepens a decade-long partnership between the two companies and accelerates development of Siren’s AI-driven platform, including Siren’s newly launched K9 AI Companion, used by national security, law enforcement, and financial crime agencies worldwide. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251202354147/en/ Siren, the all-in-one investigation company, today announced a strategic investment from Elastic (NYSE: ESTC), the company behind Elasticsearch. The partnership combines the Elasticsearch Platform, which delivers real-time search, retrieval and anomaly detection across structured, unstructured, and streaming data, with Siren’s patented investigative intelligence technolo
P.I. Works Drives Stronger Network Results for Beeline Uzbekistan2.12.2025 10:00:00 CET | Press release
P.I. Works celebrates the success of its long-time client Beeline Uzbekistan, recognized by independent global analytics firms Opensignal and Ookla for excellence in mobile network performance. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251202914682/en/ P.I. Works Drives Stronger Network Results for Beeline Uzbekistan Opensignal named Beeline Uzbekistan the country’s Fastest Mobile Internet provider and Most Consistent Mobile Network for the first half of 2025, while Ookla recognized the operator with the Best Mobile Video Experience award. These honors reflect the measurable impact of P.I. Works’ AI-driven automation, analytics, and optimization capabilities, combined with Beeline Uzbekistan’s strong commitments to investment and innovation. Partnership Powering Network Excellence A joint strategy to bring intelligence and efficiency into operations fuels this success. With automation, self-organizing capabilities, and
GMA with MOVIVA®: setting new standards in endoscopic bariatric treatment2.12.2025 09:59:00 CET | Press release
The innovative approach works from the inside of the stomach to help reduce hunger and to support weight loss Just a few months after the world’s first Gastric Mucosal Ablation (GMA) case using MOVIVA® at the Policlinico Universitario Agostino Gemelli in Rome, clinical experience is rapidly expanding across Europe. With around 80 procedures performed within a short timeframe in eight countries, MOVIVA® is helping to establish a new era of endoscopic bariatric treatment – offering a less invasive option as obesity rates continue to rise worldwide. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251202355726/en/ GMA with MOVIVA® A promising alternative for bariatric patients: GMA with MOVIVA® GMA is an incisionless, minimally invasive endoscopic procedure. It targets the gastric fundus, the main site of ghrelin production – the so-called hunger hormone. By reducing ghrelin levels, patients experience less hunger. At the same ti
Hanshow Achieves SOC 2 Type II and SOC 3 Certifications, Elevating Data Security Standards for Global Retailers2.12.2025 09:53:00 CET | Press release
Hanshow, a global leader in digital retail solutions, announced that its All-Star digital solution has earned SOC 2 Type II and SOC 3 certifications following an independent audit by Deloitte. These internationally recognized certifications underscore Hanshow’s commitment to robust data security, privacy protection, and operational reliability for retailers worldwide. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251201803690/en/ All-Star of Hanshow has earned SOC 2 Type II certification. The SOC 2 and SOC 3 certifications, established by the American Institute of Certified Public Accountants (AICPA), are trusted global standards for evaluating information security, processing integrity, confidentiality, and privacy across technology service organizations. SOC 2 Type II certification assesses the operational effectiveness of security controls over an extended period, while SOC 3, as its public summary, offers customers clea
Klarna Launches Tap to Pay for In-Store Purchases Across 14 Markets2.12.2025 09:00:00 CET | Press release
Klarna, the global digital bank and flexible payments provider, today launches the brand new feature Tap to Pay across 14 European markets, bringing flexible payments into physical retail at scale and transforming the Klarna app into an everyday contactless wallet. With more than 80% of European shopping still happening in physical stores, Tap to Pay brings consumers the ease of online shopping into the bricks and mortar stores. Instead of hunting for cards or juggling apps, everything sits in one place — the Klarna app — making every purchase smoother from start to finish. Utilising NFC technology, Tap to Pay turns the Klarna app into a contactless wallet, letting consumers set up a flexible payment plan and pay with a tap, all in one place – without adding their card to another wallet or switching apps at checkout. Tap to Pay builds on the rapid global uptake of the new debit-first Klarna Card, now used by more than 4 million consumers. The card is debit by default, with the option t
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom