Sports Direct will act as the title sponsor for this week’s HYROX event in Dublin.
The sporting goods retailer will host the final HYROX event of the year in the capital from Wednesday to Sunday (12-16 November).
Sports Direct said the partnership highlights both organisations’ goal of inspiring athletes of all levels while further positioning the company as an industry leader in functional fitness, clothing and equipment.
This year Sports Direct has hosted various activations on and around HYROX race weekends to increase interest.
HYROX, Red Bull and Sports Direct will host a pre-race hype event and shakeout run this evening (10 November). The event will offer shoe trials from Puma, two workout sessions and a shakeout run led by Puma athlete Sean Noble.
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“Sports Direct’s vision is to be the first destination for sport & fitness worldwide – and relevant partners like HYROX are working with us to turn that vision into a reality,” said Michael Murray, CEO of Sports Direct owner Frasers Group.
“Our shared commitment to delivering the very best fitness experiences to athletes is what has made this title partnership a success.
“We were thrilled to launch the UK’s first HYROX Performance Center in Liverpool last month and look forward to doing the same in Ireland with the opening of our new Sports Direct flagship and Everlast Gyms+ in the new year.”
Moritz Fuerste, HYROX co-founder and CMO, said: “Working with the Sports Direct team throughout their title partnerships across the UK and Europe this season has been a thoroughly rewarding experience.
“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, further solidifying our shared commitment to promoting fitness and performance across the region.”
(Pic: Supplied)