Athletes and fans take part in a next-generation speed experience as PUMA debuts innovations and star-powered insights ahead of the world’s premier track event.
Tokyo Unveiling for the Future of Fast
Ahead of the Tokyo World Athletics Championships in September 2025, PUMA launched its boldest vision for speed yet—“The Future of Fast”—in the heart of Japan’s capital. This initiative is built on direct collaboration with over 140 world-class athletes, from rising stars to world record holders, combining data-driven product design and firsthand testimony to push the boundaries of human performance.
Innovation With Athlete-First Mindset
Romain Girard, PUMA’s VP Innovation, said: “Innovation isn’t about chasing flashy ideas—it’s about solving real problems. At PUMA, we start with the athletes. We listen, build, test, and learn. If something doesn’t work, it goes back to the drawing board. Our purpose is to inspire every athlete to unleash their true self.”
The partnership with elite athletes results in breakthrough technologies tailored for each event—blending biomechanics, materials science and personal feedback to create the fastest, smartest raceday shoes and gear.
NITRO LAB Immerses Fans in Speed Science
On September 13, Tokyo’s Minamiaoyama district hosts the one-day-only NITRO LAB. Here, fans experience:
- A futuristic array of road and track concept shoes
- The latest Fast-R NITRO Elite 3 colorways
- A running economy performance lab
- Athlete video stories and product walkthroughs
Erin Longin, VP of Run/Train, said: “This is not just an exhibit — it’s a sneak peek into the future of sport. PUMA is pioneering The Future of Fast, and in Tokyo we will set a new pace for performance and innovation.”
Athlete Impact: World Champions and Record Holders
Over 140 PUMA athletes wage their quest for medals in Tokyo, including:
- Julien Alfred (Olympic 100m champion)
- Karsten Warholm (400m hurdles world record holder)
- Mondo Duplantis (pole vault world record holder)
- Hakim Sani-Brown (Japanese sprint star)
- Yaroslava Mahuchikh (high jump world champion)
- Amanal Petros (German marathon record holder)
Pole vaulting legend Mondo Duplantis highlighted speed and innovation as the foundation of his dominance, recently stating, “The innovation aspect is incredibly important, and I am very grateful to the Puma team for allowing me to have a significant say in what I want and need… I truly appreciate the advancements in nitrofoam technology, along with the shape and all the features tailored for my needs”.
Legacy of Innovation in Japan
PUMA’s history of athletic firsts is deeply tied to Japan. Heinz Fütterer matched the 100m world record for PUMA here in 1954, and Abebe Bikila won back-to-back Olympic marathons—the first ever to do so—in Tokyo’s Olympic Stadium decades ago.
Since 1948, PUMA’s athlete-driven innovation and cultural moments have helped redefine the meaning of speed, a legacy on full display as the 2025 World Championships get underway.
Why the Future of Fast Matters
By blending data science, athlete-collaboration, and immersive storytelling, PUMA is setting a new bar for “fast” on and off the track. Fans in Tokyo and around the world will witness a celebration of what’s possible whenever innovation starts with real athletes and their dreams.
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