Global sports brand PUMA has unveiled Project Podium, a first of its kind athlete program designed to recognize, reward, and accelerate the development of the world’s best HYROX athletes. The initiative represents the largest sub-elite athlete program ever introduced in the sport.
Project Podium will offer every men’s, women’s, and adaptive solo athlete who finishes on the podium at the 2026 HYROX World Championships in Stockholm the opportunity to become a PUMA athlete for the following HYROX season.
Selected athletes will receive industry-leading performance support, including access to PUMA’s elite HYROX athletes and training resources. They will also be equipped with PUMA’s latest training footwear and apparel and gain direct access to the brand’s innovation experts developing the next generation of HYROX performance products.
The program is designed to help athletes achieve new personal bests, push the boundaries of performance throughout the 2026-2027 season, and pursue qualification for the 2027 HYROX World Championships.
The launch of Project Podium builds on PUMA’s continued investment in emerging athletes. The company has already experienced significant success through PROJECT3, its running initiative launched in January 2025, which has engaged more than 600 runners globally.
With Project Podium, HYROX athletes now have a similar pathway into the PUMA family, joining a roster of ambassadors that includes Usain Bolt, A$AP Rocky, Julien Alfred, Mondo Duplantis, Breanna Stewart, and Joanna Wietrzyk.
“Not only is PUMA investing in product and innovation to drive the sport forward, we’re also investing in the athletes who make HYROX the fastest-growing sport community in the world,” said Marwin Hoffman, Vice President of Training at PUMA.
“Project Podium 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.”
NITRO™ Lab Returns to Stockholm
Alongside the launch of Project Podium, PUMA has announced a series of events and activations around the 2026 HYROX World Championships in Stockholm, including the return of its highly anticipated NITRO™ Lab.
Following its debut at the London Marathon, the NITRO™ Lab will be transformed into a dedicated HYROX performance hub. Visitors will have the opportunity to test their running performance against 1-kilometer benchmark times set by PUMA Elite 15 athletes Jake Williamson and Joanna Wietrzyk.
Participants who beat the elite benchmark times will receive a pair of Deviate NITRO™ Elite HYROX shoes.
Midsommar Shakeout Run and Exclusive Theme Park Access
PUMA will also host a Midsommar Shakeout Run on Friday, June 19, guiding participants through central Stockholm before finishing at the iconic Gröna Lund theme park.
The park will be opened exclusively for PUMA runners following the event.
The first 100 runners to arrive at the meeting point will have the opportunity to exchange their current running shoes for a pair of Deviate NITRO™ Elite HYROX shoes.
The event is ticketed, capacity is limited, and registration is now open.
For more information, please visit: visit www.puma.com and follow @PUMATraining, or visit www.hyrox.com and follow @hyroxworld.
