PUMA supported the AirAsia HYROX Osaka fitness race as a partner brand from January 30 to February 1, 2026, over three days at INTEX Osaka. The event expanded from the previous Yokohama event, attracting approximately 8,000 athletes over three days. The venue was filled with excitement as participants competed in races combining running and functional training. PUMA set up a booth to support the Osaka event's success through HYROX shoe displays, original tattoo stickers and cheer boards, and photo booths.
PUMA's Activities to Support the Event as Partner Brand
PUMA set up a booth in the venue, creating an experiential space where competitors and spectators could casually visit. The booth offered cheer boards and tattoo stickers, as well as a photo booth, creating a space to share the joy of watching and cheering for races, attracting many visitors. The booth also displayed the first HYROX competition shoes, DEVIATE NITRO ELITE HYROX, ahead of release. As a model designed for HYROX competition characteristics that combine running and functional training, it attracted visitor interest.
Participant Comments: The Appeal of HYROX as Pairs
MASAMI and SARA, who competed in the Women's Doubles category, spoke about the unique appeal of challenging HYROX as pairs. MASAMI commented, "This was my second participation following the Yokohama event, and it was really fun again. I enjoyed being able to compete at the same time as friends and share the same challenges. One of HYROX's appeals is that it helps expand your circle of friends and community through participation."
SARA said, "It was really interesting to be able to think about strategy together and progress while talking. Being able to participate while laughing, I definitely want to challenge it again." The pair wore DEVIATE NITRO 4 HYROX in the race, noting that the stable contact feel and grip were impressive for HYROX's characteristics of repeating runs and workouts.
Participant Comments: Fun of HYROX for First-Time Challengers
TATSUYA and RYOTA, who competed in the Men's Doubles category, were first-time HYROX challengers. TATSUYA commented, "I participated because I wanted to try a new challenge. Having HYROX as a goal made the meaning of my previous training clearer and increased my motivation." RYOTA also said, "There's a different kind of fun compared to marathons, and you can challenge it while having fun together. I felt it's an event that can be a catalyst for people who want to start exercising."
The pair also wore DEVIATE NITRO 4 HYROX in the race. TATSUYA said about the shoes, "The fit was very good, and I felt they really conformed to my feet." RYOTA also commented, "They're suitable for running and also very well-suited for high-intensity racing and workouts," noting that the balanced fit was impressive for HYROX's unique characteristics of repeating running and movement.
Participant Comments: Challenging HYROX in Pro Category
Ralph, competing for the fifth time, raced in the Men's Pro Singles category. "HYROX is a sport that can be enjoyed by everyone from beginners to professionals, regardless of age. I definitely want to build it up together with many people," he said.
Ralph wore DEVIATE NITRO ELITE HYROX ahead of release in the race, noting that the high grip force especially during push movements was impressive. As a result, he placed second in the Men's Pro category age division.
Participant Comments: Challenging HYROX in Team Relay
Tamujō, who competed in the mixed team relay, spoke about preparation and strategy for the race. "In the previous event, we lost ground in the workout part, so this time I focused on strengthening running. In team relay, fatigue tends to come in the latter half, so I think the key is staying calm and managing the race pace." He also touched on the strategic nature unique to team relay format, reflecting that he approached the race with awareness of condition management and pace distribution.
AirAsia HYROX Osaka Event Overview
HYROX is a fitness race characterized by a competition format combining running and functional training. In the 2024/25 season, 74 events were held worldwide with over 650,000 participants. With over 100 events scheduled for the 2025/26 season, it's gaining global attention along with the expansion of the fitness community.
Event Name: AirAsia HYROX Osaka
Event Period: January 30 (Friday) to February 1 (Sunday), 2026
Venue: INTEX Osaka
Address: 1-5-102 Nankokita, Suminoe-ku, Osaka City, Osaka
PUMA Booth
The booth offered cheer boards, tattoo stickers, and photo booths, while displaying new HYROX ELITE shoes.
Product Details
Product Name: DEVIATE NITRO ELITE HYROX
Suggested Retail Price: 29,700 yen (tax included)
Product Number: 312959/312960 (Women's)
Color: 01
Product Name: DEVIATE NITRO 4 HYROX
Suggested Retail Price: 23,100 yen (tax included)
Product Number: 312906/312905 (Women's)
Color: 01
About PUMA
PUMA is one of the world's leading sports brands that designs, develops, sells, and markets footwear, apparel, and accessories. Through product development for athletes seeking "the fastest," PUMA has been accelerating the development of sports and culture for 75 years. Currently, PUMA provides products for football, running, training, basketball, golf, motorsports, and other categories, along with lifestyle products inspired by each sport. Through collaborations with renowned designers and brands, PUMA is also expanding sports excellence into fashion and street culture scenes. The PUMA Group owns the PUMA, Cobra Golf, and Stichd brands, with headquarters in Herzogenaurach, Germany. PUMA operates business in over 120 countries with approximately 20,000 employees worldwide. For more information, visit https://jp.puma.com.
