Hyrox Expands Centr Deal, Signs Puma Following NYC Race

After staging its biggest-ever event in the U.S. at Manhattan’s Pier 76, Hyrox is solidifying its presence as a global fitness brand to watch
Hyrox, known as the “marathon of fitness”, hosted a groundbreaking fitness competition in New York City this past weekend on Pier 76, hosting over 5,300 athletes for its most-attended race in the United States to date.
For Hyrox, the event marked the solidification of key partnerships with Centr, the fitness and wellness platform founded by Chris Hemsworth, and Puma, the sportswear giant. The June 1st event saw athletes experience new Centr x Hyrox co-branded competition gear while Puma became the official apparel and footwear brand for all Hyrox races from 2024 until 2027. 
For Saturday’s race, Hyrox transformed Manhattan’s Pier 76, which usually hosts indoor events, into an outdoor racing venue. Competitors, who could race individually or on a team, ran around the pier and completed functional fitness workouts between each one-kilometer running loop. Functional workout stations included ski ergs, sled pushes, sled pulls, burpee broad jumps, rowing, the farmer’s carry, sandbag lunges and wall balls.
credit: Hyrox

Centr, Hyrox Unveil New Competition Gear 
Centr x Hyrox equipment was featured at many of the stations. The lineup includes a Power Rope, Power Sled, Interlocking Bumper Plates, Octo Kettlebells, Sandbags, Wall Balls, and a Rig Target. 
The sides are expanding their agreement to produce new competition-grade Centr equipment like wall balls, kettlebells, interlocking bumper plates and dumbbells. The equipment is available at Hyrox Performance Centers and partner gyms. The products can also be purchased by non-affiliated gyms, studios, and individuals for at-home training.
credit: Centr/Hyrox

The equipment will be distributed in Europe (the U.K. and Ireland), the Middle East, Africa, the U.S., and Australia. The expanded Hyrox x Centr partnership will also include digital experiences such as exclusive training programs and performance-tracking tools.
“The positive response from the Hyrox community to the Centr x Hyrox equipment, from both athletes and gym owners, demonstrates our impact on the sport of fitness racing,” said Centr CEO Andrew Sugerman. “Early sales figures are exceeding expectations, and the expansion of our product lines to include commercial-grade equipment is a direct response to this demand.” 
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Puma Becomes Hyrox Partner
Hyrox also announced a worldwide partnership with Puma, which becomes the official apparel and footwear partner for all races from 2024 to 2027. Elite 15 athletes, the highest tier in Hyrox, will exclusively wear Puma’s new Deviate Nitro 3 running shoe throughout this racing season.
credit: Puma/Hyrox

The partnership will also see Puma develop a full range of Hyrox apparel, made with the brand’s Cloudspun technology for moisture-wicking properties. 
 “Fitness has found a new dimension in Hyrox,” said Puma CEO Arne Freundt. “We are delighted to start the next chapter in the Puma and Hyrox story, bringing the exciting sport of fitness racing to an even broader audience.”

https://athletechnews.com/hyrox-expands-centr-deal-signs-puma-following-nyc-race/

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