Puma both renewed and extended its partnership with Hyrox, the World Series of Fitness Racing, until 2030. As part of the agreement, Puma will provide official sportswear for the race series, including shoes with Nitro technology, be the exclusive title partner for the Hyrox World Championships and signed three additional elite Hyrox athletes as global brand ambassadors. The Hyrox series combines running and functional training into one competition. Since then, Puma has leveraged the partnership as a platform to increase brand awareness with performance products tailored to the participants. They join a roster of over 60 Puma-sponsored athletes in the sport, including the 2025 Hyrox World Champion Linda Meier, 2024 Hyrox World Champion Megan Jacoby and three-time Hyrox World Champion and men’s pro world record holder Hunter McIntyre, among others.