PUMA brings HYROX to Bengaluru with Sindhu competing and Harmanpreet joining in

PUMA and HYROX brought their global fitness race format to Bengaluru, marking the first time the format was experienced at scale in the city. The event saw participation from Indian cricket team captain Harmanpreet Kaur and two-time Olympic medalist PV Sindhu, signalling how brands are increasingly blending sport, fitness, and community-led formats to drive engagement.

PV Sindhu, a PUMA ambassador, took part in the race in a mixed relay format. The format combined eight 1 km runs with eight functional workout stations such as sled push and rowing, designed to test endurance, strength, and overall athletic performance. Unlike traditional sport formats, HYROX removes direct competition between players and instead focuses on individual performance against time and physical limits.

Reflecting on the experience, Sindhu said, “Badminton has always been my world - but HYROX is completely different. There is no opponent across the net, just you, the clock, and eight stations that test everything at once. I won’t pretend it was easy. But that is exactly what drew me to it. Harmanpreet Kaur cheered me on and brought an energy that pushed me harder.”

Harmanpreet Kaur, who attended the event, highlighted how the format differs from conventional sports training. “We come from very different sporting disciplines, with very different training worlds, and watching her compete at the highest level was incredible to witness. HYROX tests you in ways your own sport doesn’t always prepare you for. I would love to take on the challenge myself next year,” she said.

The Bengaluru edition recorded more than 8,200 participants across categories, pointing to a growing interest in structured, competitive fitness formats in India. This follows HYROX’s earlier entries into Mumbai and Delhi in 2025, which together saw over 7,000 participants, indicating a steady rise in participation.

From a brand perspective, the partnership reflects PUMA’s push towards participative sport. Shreya Sachdev, Head of Marketing at PUMA India, noted that participation grew by 166% compared to the previous edition. “Participative sport is growing exponentially, with HYROX introducing a new frontier for fitness enthusiasts. Our partnership is focused on scaling this ecosystem and bringing more people into the sport,” she said.

HYROX India Country Head Deepak Raj added that the presence of athletes like Sindhu and Harmanpreet plays a key role in building credibility and aspiration around the format. “For athletes of their calibre to step into a completely different format says a lot about their mindset. They inspired many participants on the ground,” he said.

The broader shift here is significant. Fitness is moving beyond gyms and into structured, competitive formats that mirror professional sport. For brands, this creates new opportunities to engage audiences through participation rather than passive viewership. Events like HYROX allow brands to build deeper cultural relevance by becoming part of consumers’ fitness journeys.

For PUMA, being the official sportswear partner globally also allows it to integrate product innovation directly into the ecosystem. Products like the HYROX Deviate NITRO™ shoe are being positioned not just as performance gear but as essential tools for this new category of hybrid athletes.

As HYROX continues to expand in India, the focus is shifting towards building a long-term training and participation ecosystem. This signals a broader evolution where fitness, community, and brand storytelling intersect, creating a new space for engagement that goes beyond traditional sports marketing.