Global sportswear giant Puma is building on its now-seven-year+ association with Hyrox, renewing and extending the partnership with the fast-expanding brand behind the World Series of Fitness Racing until 2030.

FashionNetwork.com spoke to its CEO Arthur Hoeld at a major Hyrox event in Hamburg. But first, let’s take a look at the details of its partnership.

It’s calling the extension “a powerful brand moment” and it’s easy to see why. The Hyrox community aims to “break 1.6 million” global members next year “cementing Hyrox as a global fitness phenomenon”. And let’s not forget this is a growing spectator sport too.

As part of the extension, Puma will now also serve as the exclusive title partner of the Hyrox World Championships and will coordinate a Puma x Hyrox signature event annua

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