Made for This

For the 2026 HYROX World Championships in Stockholm, PUMA rolled out an international activation built around its "Made For This" brand platform. Throughout Race Week, the brand took over every key moment of the event, creating a complete experience for athletes, creators and the HYROX community. From city-wide activations and immersive experiences to the Shakeout Run, Fan Village and VIP spaces, the objective was to extend PUMA's presence far beyond the competition itself and reinforce its position as HYROX's long-standing global partner. SPK supported PUMA in managing its influencer programme by coordinating a group of fifteen international creators competing at the World Championships. Each creator, balancing both athletic performance and content creation, received dedicated support from briefing through to content delivery. This hybrid approach, combining competition with storytelling, allowed the event to be documented from an authentic perspective, giving audiences direct access to the athletes' experience throughout Race Week. Beyond talent management, SPK ensured the editorial consistency of all content produced during the event. Creators were encouraged to naturally showcase PUMA activations, their race performances and the brand's products while maintaining their own creative style and authentic voice. This influencer strategy amplified the "Made For This" campaign across social media through immersive, credible and community-driven content. The activation strengthened PUMA's visibility among an international audience passionate about performance, fitness and the HYROX lifestyle.