When PUMA and HYROX first teamed up back in Hamburg in 2017, few could have predicted just how explosive the partnership would become. Now, in 2025, PUMA is doubling down, committing to supply official performance gear through 2030 and stepping into the role of exclusive title partner for the HYROX World Championships.
This isn’t simply an extension. It’s a signal of intent: HYROX is here to stay, and PUMA plans to be at its heart.
Local To Global
What started as a single HYROX event in Germany has grown into a global phenomenon, with more than 650,000 participants across 74 events in the 2024–25 season. That figure is forecast to all but double by the culmination of the current season in 2026, with 1.3 million athletes projected across 100+ races.
For PUMA, being embedded in HYROX from the early days has meant shaping not only product, but culture. Together, the two brands have turned fitness racing into one of the most exhilarating movements in global fitness.
At the core of PUMA’s commitment is innovation. As the official sportswear provider, the brand will continue to showcase its NITRO™ foam technology and PUMAGRIP traction system, engineered to withstand the sport’s relentless mix of running, endurance, and strength.
Earlier this year, PUMA dropped its first dedicated HYROX collection of apparel and footwear, all designed with direct insights from athletes. The roadmap through 2030 promises more expansions, more athlete-driven storytelling, and continued product evolution on and off the course.
A Roster Redefined
The renewal also comes with fresh firepower in athlete representation. New to PUMA’s global HYROX roster are Men’s Open Doubles world record holder, Jake Williamson, Women’s Pro Doubles world record holder and Australia’s fastest female, Joanna Wietrzyk, and Hidde Weersma, the Dutch athlete who won the Men’s pro 25-29 World Championships in 2024 and is the strength and condoning coach of the NOCNSF – the body responsible for Dutch athletes in the Olympic and Paralympic Games.
They join a squad already stacked with names like 2025 HYROX World Champion Linda Meier, 2024 champion Megan Jacoby, and three-time world champion Hunter McIntyre.
With more than 60 HYROX athletes under its banner, PUMA is making a clear statement: it wants to own the athlete-driven narrative of hybrid racing.
The Road to 2030
For HYROX, the deal provides continuity, resources, and a global platform for growth. For PUMA, it’s an opportunity to lead the conversation around a sport that’s redefining what competition looks like in the fitness era.
As HYROX co-founder Moritz Fürste puts it, the partnership has been “foundational to the growth of the sport itself.” Extending it through 2030 ensures that together, PUMA and HYROX will continue to push boundaries, inspire athletes, and expand access to this unique test of strength and endurance.
The season’s first Major in Hamburg is the stage. Four days of racing, more than 15,000 athletes, and the next phase of HYROX and PUMA’s partnership unfolding in real time.
