PUMA TEASES EXCLUSIVE GIVEAWAY OF ITS UNRELEASED ‘FIRST-OF-ITS-KIND’ HYROX SHOE AT HYROX LONDON 

LONDON, 26 NOVEMBER 2025 – From Thursday, 4 December to Sunday, 7 December, PUMA will offer HYROX athletes and fans an exclusive preview of its first-ever HYROX-specific shoe at HYROX London at ExCeL—the largest event in the sport’s history, featuring more than 40,000 registered competitors.

As part of the activation, participants and spectators can take on The Final Stretch, a custom-built ramp challenge designed to push strength and endurance to the limit. Those who conquer the ramp and warped wall will earn a chance to win a pair of PUMA’s innovative new shoes ahead of their official release.

The festivities begin on Wednesday, 3 December, when PUMA hosts the official HYROX Shakeout Run at its new Oxford Street flagship store. Competitors can get race-ready with a group run, enjoy personalized giveaways such as custom lace tags, take part in an in-store challenge with prizes, and secure fast-track tokens for The Final Stretch at ExCeL.

PUMA has been a key partner of HYROX since its inaugural event in Hamburg in 2017, recognizing the sport’s potential early on. After becoming a global partner in 2023, PUMA has continued to drive HYROX’s rapid growth, delivering performance gear tailored to the unique demands of fitness racing and engaging its passionate community worldwide. Today, HYROX spans 30+ countries and is projected to attract 1.3 million participants in the 2025/26 season, underscoring the sport’s explosive global momentum.

The new HYROX shoe marks a major milestone for functional fitness. Engineered specifically for the rigors of fitness racing, it will officially launch in February 2026, setting a new benchmark for performance in this fast-growing category.