Recently, I found myself immersed in The Sneaker Wars, a compelling documentary on Disney+ that chronicles the rivalry between Adidas and Puma, two giants born in the same small German town of Herzogenaurach. It’s a story that evolves from a family feud to a global impact, showcasing how Puma, in particular, transformed from a performance shoe company into a well-known brand.
For me, what stood out most about Puma’s story was how this heritage brand continues to remain relevant in culture in 2025 and is still part of the cultural conversation on social media, even among Gen Z and Gen Alpha. In my opinion, strategic partnerships have played a crucial role in this. From partnering with Pelé in the 1970s to Usain Bolt in the 2000s, and with Formula 1, Coca-Cola, and New Era in recent years, Puma’s formula for success is partnership.
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As fate would have it, the week later, I was invited to attend a Puma event in Hamburg and sat down in person with Richard Teyssier, the brand’s vice president of brand and marketing. The conversation centered on one of Puma’s most forward-thinking moves: an international partnership with Hyrox, the hybrid fitness race that’s rapidly becoming a cultural phenomenon. The partnership, which started in 2017, has just been extended to 2030.
Hyrox is the sporting event of the moment, combining running, rowing, and functional fitness exercises. It’s taken social media by storm, with #HYROX having over 62 million views on TikTok, with its top video reaching 200,000 likes. People aren’t just competing. They’re sharing every step, every struggle, and every sweaty post-race selfie.
@feelthosebyrnes Mega MEGA fan girling at Manchester Hyrox.. what a weekend! Well done those who competed…ye are incredible #hyrox #manchesterhyrox #lucydavis #megandavis #disipline #athletes #hyroxvolunteer #fangirl #legends ♬ Rock - Stepz
Puma’s partnership with Hyrox includes designing race-specific shoes that enhance speed and energy return, along with apparel built for comfort and mobility. Puma also supports global Hyrox events, helping make them competitive and accessible. The partnership also gives creators and athletes exclusive access to compete and share authentic content with their audiences. Teyssier described the partnership as a “natural” and “strong fit,” rooted in a shared belief between Puma and Hyrox: that sport should bring joy. They’ve delivered that joy through high-energy, community-driven events and by creating products that truly serve athletes. One TikToker, when discussing the Hyrox and Puma partnership, highlighted, “Puma is the only brand making shoes for the athletes,” thanks to its focus on both running (with the added carbon plate) and strong sole grip for Hyrox strength movements. Demonstrating how the Puma and Hyrox partnership is being celebrated in sports culture.
And it’s precisely this that Puma does so well. It’s the reason why this heritage brand remains relevant, even in the social media age. Puma identifies the latest conversations in sport, fashion, and culture and finds ways to partner with them, positioning itself in the dialogue through collaborations with brands, athletes, and social media creators.
Puma famously paid Pelé $120,000 to tie his Puma boots on camera at the 1970 World Cup just before kick-off. When Rihanna was trailblazing luxury sportswear and changing what ‘sporty’ fashion could look like, Puma handed her the reins as creative director. It created four revolutionary shoes, including the Fenty Creeper, that won Footwear News’ “Shoe of the Year” in 2016.
When Jamaican excellence in athletics gained global attention, Puma backed Usain Bolt early in his career. As Bolt broke records and won Olympic gold medals, Puma supported him with custom spikes and creative campaigns that highlighted his talent and Jamaican pride.
As Y2K style made a comeback, Puma collaborated with Coca-Cola for a throwback collection that would position them in front of audiences craving nostalgia. Classic Puma gear, like the T7 tracksuit and Slipstream sneakers, was revamped with Coca-Cola branding.
Now, as fitness culture becomes aspirational, trackable, and viral with Hyrox content leading the charge, Puma is all in on Hyrox, partnering with the brand itself and also with its athletes.
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In a conversation with Linda Meiher, Hyrox World Champion 2025 and one of Puma’s athlete representatives, she described the relationship as “not a traditional sponsorship, but a true partnership.” Puma places strong emphasis on the contributions of the talent it works with.
As Teyssier explains, every creator involved in the Hyrox and Puma collaboration is invited to take part in a Hyrox event, fully experiencing the partnership firsthand. From there, creators have the freedom to produce content for their own audiences in their own unique way. Teyssier believes this organic approach is the only way to achieve genuine authenticity.
@hb.fitness.hub the queen herself @Lucy Davis Fit we can only dream #hyrox #hyroxtraining #lucydaviseffect #hyroxuk #pumanitro ♬ оригинальный звук - ꧁ ꧂
Puma’s relevance in culture is not a coincidence. As Teyssier outlines in the brand’s strategic partnership with Hyrox, Puma continues to stay relevant through intense cultural listening and strategic alliances. That’s how a company founded 77 years ago in a small German town continues to be a loud voice in culture across generations, right up to today’s social-media age.
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