How Puma is using its Hyrox partnership to create social media hype

"Recently, I found myself immersed in The Sneaker Wars, a compelling documentary on Disney+ that chronicles the rivalry between Adidas and Puma, two giants born in the same small German town of Herzogenaurach. It's a story that evolves from a family feud to a global impact, showcasing how Puma, in particular, transformed from a performance shoe company into a well-known brand."

"For me, what stood out most about Puma's story was how this heritage brand continues to remain relevant in culture in 2025 and is still part of the cultural conversation on social media, even among Gen Z and Gen Alpha. In my opinion, strategic partnerships have played a crucial role in this. From partnering with Pelé in the 1970s to Usain Bolt in the 2000s, and with Formula 1, Coca-Cola, and New Era in recent years, Puma's formula for success is partnership."

"As fate would have it, the week later, I was invited to attend a Puma event in Hamburg and sat down in person with Richard Teyssier, the brand's vice president of brand and marketing. The conversation centered on one of Puma's most forward-thinking moves: an international partnership with Hyrox, the hybrid fitness race that's rapidly becoming a cultural phenomenon. The partnership, which started in 2017, has just been extended to 2030."

The Sneaker Wars documents the historical rivalry between Adidas and Puma originating in Herzogenaurach and shows Puma's evolution from performance footwear to a widely recognized brand. Puma maintains cultural relevance in 2025 through strategic partnerships spanning Pelé, Usain Bolt, Formula 1, Coca-Cola, and New Era. A recent Puma event in Hamburg featured a discussion with Richard Teyssier about Puma's international partnership with Hyrox, which began in 2017 and was extended to 2030. Hyrox combines running, rowing, and functional fitness and has achieved major social media traction, with #HYROX garnering over 62 million TikTok views. Puma's partnership includes designing race-specific shoes.

Read at The Drum