PUMA
3.6.2024 11:42:30 CEST | Business Wire | Press release
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
Armis Centrix™ Named “Best Solution” for Cyber Exposure Management as Armis Wins Multiple Global InfoSec Awards at RSAC 202623.3.2026 17:00:00 CET | Press release
Armis awarded “Publisher’s Choice Cybersecurity Company”Yevgeny Dibrov received “Industry Pioneering CEO” Armis, the cyber exposure management & security company, today announced that it has won multiple Global InfoSec Awards from Cyber Defense Magazine at this year’s RSAC™ Conference. Armis received the following accolades: Armis Centrix™ won “Best Solution” for Cyber Exposure Management Armis named “Publisher’s Choice Cybersecurity Company” Yevgeny Dibrov, Armis’ CEO and Co-Founder, awarded “Industry Pioneering CEO” “We cannot safeguard modern infrastructure with yesterday’s tactics; the extended attack surface demands a unified, AI-driven approach that sees, protects and manages all assets (IT, OT, IoT, IoMT, applications, code, cloud and AI) in real time,” said Yevgeny Dibrov, CEO and Co-Founder of Armis. “Armis secures the most complex environments of organizations and governments worldwide to protect society from the destruction cybercriminals seek to cause. These awards reinforc
STOKR Appoints Subhankar Sinha as Senior Advisor23.3.2026 15:00:00 CET | Press release
Former BNY and PwC blockchain leader appointed to advance fund tokenization and STOKR's U.S. institutional expansion STOKR has appointed Subhankar Sinha as Senior Advisor. Sinha will work directly with STOKR's leadership team on fund tokenization with particular focus on money market fund (MMF) tokenization and on expanding STOKR's institutional presence in the U.S. market. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260323315236/en/ Image, Subhankar Sinha A New York-based digital assets executive, Sinha brings deep expertise across blockchain infrastructure, capital markets, and institutional business development. He previously served as Head of Blockchain at BNY, the world's largest custody and asset servicing business. Earlier in his career, he was a Director at PwC, where he co-founded and co-led the firm's blockchain consulting practice in the U.S. "Subhankar brings the institutional depth that this stage of STOKR's
Xsolla Partners With Cyprus Game Makers Association (CYGMA) as the Island Emerges as a Game Development Hub23.3.2026 14:00:00 CET | Press release
Strategic Partnership Equips Cyprus-Based Developers With the Commerce Infrastructure to Compete Globally Xsolla, a global video game commerce company that helps developers launch, grow, and monetize their games, today announced a strategic partnership with the Cyprus Game Makers Association (CYGMA). The collaboration will provide creators and studios within the CYGMA network with hands-on support, industry expertise, and access to world-class commerce tools, helping Cyprus-based studios bring their titles to players worldwide. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260323570679/en/ Graphic: Xsolla The partnership comes as Cyprus continues to attract game development talent, fueled by favorable business conditions and a growing creative community. Through its collaboration with CYGMA, Xsolla aims to accelerate momentum and expand opportunities for developers by removing commerce and distribution barriers that often p
Exein Unveils Next-Generation Runtime Security to Protect the AI-Native World23.3.2026 14:00:00 CET | Press release
Photon blocks cyberattacks before execution across physical AI and IoT, autonomous AI agents and cloud and edge infrastructure Kernel-level prevention sets a new standard beyond traditional user-space detection Builds on Exein’s position as the world’s largest runtime security provider, protecting over two billion devices Exein, the global leader in runtime cybersecurity, today unveiled Photon, a preemptive breakthrough solution that blocks cyberattacks at the point of execution. Designed for the AI-native world - where digital and physical systems are now inseparable - Photon marks a fundamental shift in how critical infrastructure protects itself. Unlike traditional cybersecurity solutions that detect threats after compromise - typically operating in user space and relying on a cloud network - Exein’s Photon operates directly inside the kernel, preventing malicious execution paths before they can run. By blocking attacks before the point of execution, the technology dramatically redu
Manhattan Associates’ 2026 Unified Commerce Benchmark Reveals the High Price of Standing Still in Retail23.3.2026 13:30:00 CET | Press release
Leaders achieve up to 2X revenue growth, but only 7% of retailers are true unified commerce leaders Manhattan Associates Inc. (NASDAQ: MANH), today announced the findings of its 2026 Global Unified Commerce Benchmark for Specialty Retail, the industry’s most comprehensive assessment of how well retailers connect digital and physical experiences to drive growth, profitability and loyalty. Conducted by Incisiv, a leading retail research firm, the Benchmark is based on real-world purchases and returns. It analyzes more than 400 specialty retailers across EMEA, LATAM and North America on 330 capabilities spanning four key experience areas: Shopping, Checkout, Fulfillment, and Service. The 2026 Benchmark reveals that while the industry has made steady progress in unified commerce maturity since 2023 when it was first launched, only 7% of retailers have achieved true unified commerce leadership while 33% are still stuck in the Basic category. Leaders are translating connected, data‑driven ye
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