PUMA Launches ‘Project Podium’ – A New Pathway for HYROX Athletes to Join the PUMA Roster

Global sports brand PUMA has announced Project Podium — the biggest sub‑elite athlete initiative ever launched in HYROX. The programme is designed to recognise and elevate top performers across the sport as the build‑up begins toward the 2027 HYROX World Championships.

A New Opportunity for HYROX Podium Finishers

Every male, female and adaptive solo athlete who reaches the podium at the 2026 HYROX World Championships in Stockholm will be offered the chance to become an official PUMA athlete for the 2026–27 season.

Those selected will receive:

• Access to PUMA’s elite HYROX athletes and training resources

• Best‑in‑class PUMA footwear and apparel

• Direct input from PUMA’s innovation team developing next‑gen HYROX performance products

The aim is simple: help athletes push their limits, hit new PBs, and qualify for the 2027 World Championships.

Building on PUMA’s Support for Sub‑Elite Athletes

Project Podium follows the success of PUMA’s PROJECT3 running initiative, launched in 2025 and now involving more than 600 runners worldwide. HYROX athletes will now have a similar pathway to join the PUMA family alongside global names such as Usain Bolt, A$AP Rocky, Julien Alfred, Mondo Duplantis, Breanna Stewart and Joanna Wietrzyk.

PUMA’s VP of Training, Marwin Hoffman, said the programme marks “the beginning of a new journey for us in HYROX — one that we believe will cement our legacy as the leading brand in the sport.”

PUMA Activations at HYROX Worlds Stockholm

Alongside the launch, PUMA has confirmed a series of community events during the World Championships weekend:

NITRO™ Lab – HYROX Edition

After debuting at the London Marathon, the NITRO™ Lab will become a HYROX performance hub where athletes can test their 1km pace against benchmark times set by Elite 15 athletes Jake Williamson and Joanna Wietrzyk. Beat the time and you’ll win a pair of Deviate NITRO™ Elite HYROX.

Midsommar Shakeout Run – Friday 19 June

A community shakeout run through central Stockholm, finishing at the iconic Gröna Lund theme park — open exclusively for PUMA runners. The first 100 runners to arrive at the meet point can swap their shoes for a pair of Deviate NITRO™ Elite HYROX. The event is ticketed and capacity is limited.

Find Out More

Visit puma.com or follow @PUMATraining for updates. For HYROX event information, visit hyrox.com or follow @hyroxworld.