Sounds of Hyrox

On the occasion of a HYROX event, an international competition combining running and functional exercises, INTERSPORT and PUMA wanted to offer a high-value activation for athletes. The goal: provide the best possible experience before and after the race, while strengthening the visibility of the partnership and the legitimacy of both brands in the training segment. SPK conceived and deployed the HYROX Experience by INTERSPORT: an experiential zone designed as a dedicated hub for participants. The space was structured around three key moments — preparation, recovery, and celebration — featuring a warm-up zone, a relaxation area, recovery stations, and immersive branding that allowed the INTERSPORT and PUMA universes to coexist seamlessly. The activation concretely improved the athletes' experience while creating a quality touchpoint at the heart of the event. In parallel, a social content strategy was put in place to extend the activation beyond the event site. Launch content, photo carousels, immersive video formats, and creator mobilisation helped tell the story of the experience from the inside and amplify the campaign's reach. This activation combined a physical event, influence, and digital communications to strengthen engagement around the HYROX partnership.