PUMA has appointed The Romans to its agency roster, kicking off with a project to deliver its flagship activation at HYROX London.
HYROX London is the biggest event in the sport’s history with more than 40,000 people racing over the weekend. The campaign has seen The Romans launch The Final Stretch, a new live challenge giving HYROX athletes and spectators an exclusive first look at PUMA ’s first ever HYROX-specific shoe ahead of its official release in early 2026.
The activation spanned earned, influencer and experiential, and the appointment follows The Romans’ growing footprint in fitness culture and marks PUMA ’s most ambitious HYROX moment to date at a time when the sport continues to surge in scale, community and global relevance.
Stefan Popovic, Lead Public Relations Run/Train at PUMA, said:
“HYROX London was a landmark moment for PUMA, the sport and the community. We’re delighted to be working with The Romans to continue building our presence and cementing PUMA ’s spot as the number one sports brand in HYROX.”
Joe Burdon, Head of Sport and Entertainment at The Romans, said:
“HYROX has exploded into one of the most exciting communities in fitness, and no doubt that PUMA are a driving force behind that. Bringing The Final Stretch to life with PUMA at the biggest HYROX event ever was a brilliant brief and an absolute highlight for the agency.”
The win adds to The Romans’ sport and entertainment portfolio, which includes work with Heineken, Netflix, WWE and Betway. The agency has more than 190 staff across London, New York, Amsterdam and Dubai and continues to be recognised as one of the industry’s most awarded agencies, including Global Agency of the Year accolades from Campaign and PRWeek.