UK & Ireland based retailer Sports Direct will host its final event this year as the title HYROX sponsor in Dublin, Ireland, on November 12–16, 2025.
The partnership between the retailer and fitness racing specialist aims to position Sports Direct in the functional fitness market.
To celebrate the race weekend, HYROX, Red Bull, and Sports Direct held a pre-race event and shakeout run on the evening of Monday, November 10. The event, held at Perpetua Fitness, offered shoe trials from PUMA and two workout sessions. The shakeout run was led by PUMA athlete Sean Noble.
Looking ahead, the strategic partnership will continue with the opening of a new Sports Direct flagship store and Everlast Gyms+ in Dublin in early 2026. This location will feature Ireland’s first HYROX Performance Center.
Michael Murray, Chief Executive Officer of (Sports Direct owner) Frasers Group, said “Sports Direct’s vision is to be the first destination for sport and fitness worldwide – and relevant partners such as HYROX are working with us to turn that vision into a reality.
“Our shared commitment to delivering the very best fitness experiences to athletes is what has made this title partnership a success.”
Moritz Fuerste, HYROX Co-founder and Chief Marketing Officer, said “At HYROX, we are always seeking new ways to elevate our partnerships, and the launch of Ireland’s first High Performance Center in Dublin is a significant milestone in our collaboration. This exciting development comes just ahead of the HYROX race in the capital this week.”
The PUMA x HYROX collection is available on Sports Direct’s website.
www.sportsdirect.com
www.hyrox.com