PUMA x HYROX : Partnership Activation

Since 2024, Sportpack has been supporting PUMA in the media coverage of international HYROX events across Europe and beyond. HYROX is a one-of-a-kind international fitness competition that combines running with functional workouts. The global HYROX x PUMA partnership reflects the brand’s strategic ambition to strengthen the visibility and credibility of its Training category. Within this framework, we strive to create content that brings the partnership to life—highlighting products, athletes, and aligning with the brand’s social media DNA and strategy. Our 360° approach spans everything from publishing strategy development and operational logistics to the production and post-production of content, all in line with the publishing schedule. Our production covers both athlete activation on race day and all upstream opportunities. For HYROX LAS VEGAS, for instance, we were present for a shake-out run, a DJ/athlete talk night, a trail outing to test a new product line, as well as a helicopter experience for the brand’s elite athletes. We also provided remote support (Hong Kong 2024 / Glasgow 2025), highlighting brand athletes ahead of the events and creating reactive visuals to celebrate winners and honor performances.