Ben Court
The PUMA HYROX partnership has been renewed and extended all the way to 2030, a move that cements the German sportswear giant’s grip on the fastest-growing fitness sport on the planet. HYROX—where running collides head-on with functional training—has morphed from an experimental race in Hamburg back in 2017 into a global juggernaut expected to draw more than 1.3 million participants this season.
Until the end of the decade, PUMA will remain the official sportswear provider, kitting out HYROX athletes with gear laced with its NITRO™ technology and PUMAGRIP wizardry. Oh, and just for good measure, PUMA has bagged the exclusive title partnership for the HYROX World Championships.
“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.
“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.”
From Hamburg to the World Stage
If you thought HYROX was just a sweaty fad, think again. Born in Hamburg, it’s now pulling in crowds from Sydney to San Francisco. PUMA spotted the opportunity early, jumping in as a partner at the very first race before formalising things globally in 2023.
The payoff? A turbo-charged platform to showcase their performance tech to one of the most engaged fitness communities out there.
Earlier this year, PUMA even launched its first full HYROX performance collection—apparel, footwear, the works—and plans to keep expanding it with athlete-driven storytelling and fresh product drops.
Expanding the Athlete Stable
As part of the renewed PUMA HYROX partnership, the brand has also expanded its athlete roster, signing three fresh ambassadors who look like they were carved out of granite:
- Jake Williamson – Men’s Open Doubles world record holder
- Joanna Wietrzyk – Women’s Pro Doubles world record holder and Australia’s fastest female
- Hidde Weersma – Dutch pro who lifted the 25–29 Men’s World Championship in 2024 and just happens to train Olympic and Paralympic athletes for the Netherlands
They’ll now line up alongside a PUMA squad that already boasts heavy hitters like 2025 HYROX World Champion Linda Meier, 2024 champ Megan Jacoby, and the three-time title-holder and world record machine Hunter McIntyre.
Richard Teyssier, PUMA’s Vice President of Brand and Marketing, said: “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.
On top of that, 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.”
HYROX: No Longer the Underdog
With a staggering 100% year-on-year growth, HYROX isn’t some gym-floor novelty—it’s a bona fide sporting phenomenon. The 2024/25 season clocked up 74 events and drew more than 650,000 competitors.
That number is expected to more than double, with 100 events worldwide and 1.3 million participants projected for 2026.
HYROX co-founder Moritz Fürste, himself a double Olympic hockey gold medallist, put it bluntly: “This partnership marks a defining milestone in our journey, and the progress we’ve made has been nothing short of remarkable.
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.
“From our very first race in Hamburg in 2017, PUMA has been with us since day one – a rarity in the world of sports partnerships. This relationship has not only shaped the identity of HYROX but has been truly foundational to the growth of the sport itself.
This extended partnership allows us to keep pushing the boundaries of innovation, inspiring athletes, and ensuring that HYROX remains accessible to competitors of all levels, across the globe.
PUMA’s Go Wild philosophy aligns seamlessly with the HYROX spirit – fearless, authentic, and relentlessly driven. Together, we’re excited to continue challenging limits and empowering individuals to unlock their full potential.”
Hamburg Hosts the Big Reveal
The announcement was timed perfectly, landing at HYROX’s hometown season-opening Major in Hamburg. Across four days of competition at the city’s Exhibition Halls, more than 15,000 athletes took on the unforgiving blend of endurance and strength that defines HYROX. Elite racers fought tooth-and-nail for supremacy, while PUMA sketched out its long-term vision for the next five years.
If you were waiting for confirmation that fitness racing has gone mainstream, this is it. This PUMA HYROX partnership doesn’t just mean more shoes and shirts—it’s a sign that the sport once dismissed as a “fun run with a few kettlebells” has elbowed its way into the global sporting calendar.
And by the looks of it, it’s not slowing down anytime before 2030.
