Sports Direct has never been shy about kicking down gym doors, but the retailer’s latest entrance is more catwalk than footfall.
Sports Direct has partnered with HYROX, the fast-rising fitness race that mashes endurance with strength inside arena settings, and the duo lit the fuse at HYROX Warsaw on 12–13 April.
More than 2,500 competitors lunged, sled-pushed and burpee-broad-jumped through Europe’s first stadium HYROX, proving that sweat really does look better under floodlights.
Why this alliance matters
Under its “Training Starts Here” banner, Sports Direct wants to be the brand that spots you one rep when your arms have turned to linguine.
HYROX, meanwhile, prizes accessibility—making functional fitness feel less cultish and more communal, which explains why every PT in Europe now speaks fluent “wall-ball.”
Put the two together and you’ve got a recipe for the kind of mass-participation movement usually reserved for marathon majors.
“As one of the world’s leading sports retailers, we offer the best selection to help athletes get race ready. HYROX and PUMA share this same commitment to performance, making them a natural partner as we challenge consumers to be their best – both in training and on race day.” — Michael Murray, CEO of Frasers Group
Translation: We’ve got the kit, they’ve got the grit, and if PUMA’s in the middle, everybody wins—except maybe your resting heart rate.
Race-weekend activations: not just bells and whistles
Beginning with Sports Direct HYROX London from 3–5 May, the retailer plans to stage a carnival of “activations” (marketing-speak for fun, free stuff and Instagram moments):
- Everlast Gyms challenges—Think mini-HYROX formats pitting spectators against pros for bragging rights and prizes like a year’s Everlast Gyms membership.
- MyProtein bundles—Because a shaker bottle without powder is like a driver without a ball.
- Six-week HYROX programme—Delivered via the Everlast Gyms app, so no excuses if you’re glued to your phone already.
That’s only the season opener. Throughout 2025, expect similar shenanigans at five additional events across the UK, Ireland and mainland Europe.
Voices from the start line
“Following the success of Sport Direct’s title partnership for HYROX London in December, we’re excited to be evolving this partnership with five more events across UK, Ireland, and Europe. HYROX is a sport for everybody and Sports Direct aligns with our ethos and mission on being accessible for all.” — Moritz Fürste, HYROX Co-founder and CMO
Gear up: PUMA × HYROX exclusive drop
The first whistle is useless if you’re lacing up antique trainers. The PUMA × HYROX collection—engineered for explosive movements and sold exclusively through Sports Direct—puts plate-loaded style into functional fitness. Expect breathable uppers, heel-snug stability and just enough neon to upset a librarian.
What’s next for the partnership?
- Expanded event footprint – Stadiums in Germany, Spain and, rumour has it, the odd Alpine venue ripe for altitude PR stunts.
- Training content – Look for data-driven programming, nutritional guides and possibly a podcast that sounds like “car talk” for carb-loading.
- Community challenges – Virtual leaderboards to keep your competitive spark alive between official races.
The bottom line
Sports Direct isn’t simply selling shoes; it’s selling a ticket to the “hard-work-hurts-so-good” club. By joining HYROX, the retailer cements itself as the outfitter of choice for functional-fitness fans—from first-timers who still Google
“What is a burpee?” to elite hybrids chasing sub-60-minute finishes. In an industry cluttered with promises, this partnership feels refreshingly tangible: show up, sweat, celebrate.
So lace up, chalk up and maybe tape up. Because if Warsaw was the opening act, London’s about to crank the volume to eleven—and Sports Direct will be right there, clipboard in one hand, foam roller in the other, yelling encouragements like “You’ve the lungs of a saint and the hamstrings of a hammer!”
Ready? Training starts here.
