The dominant sports retailer in Australia was bound to cross paths with one of the fastest-growing fitness competitions in the world.
The collaboration between Rebel and HYROX was inevitable.
If you have been living under a rock, HYROX is a massive global fitness series involving a rigorous combination of an 8km run and eight different functional workouts.
As some would say, it is a real test of strength and endurance. Participants from all walks of life take part, either as a team or solo.
It is taking over Australia, with a passionate and growing community of more than 30,500 people competing in 2024.
This partnership will now allow Rebel to become the exclusive sporting retailer of the Puma x HYROX apparel and footwear range, available online and in selected stores, with an expanded collection set to arrive in 2026.
Rebel will also host activations at HYROX events nationwide, including the BYD HYROX Melbourne event from December 11 to 14, 2025, where Rebel Active members will gain access to a dedicated Recovery Zone and exclusive giveaways.
Not a movement, a takeover
Gary Williams, Managing Director at Rebel, said the collaboration reflects both brands’ belief that sport is for everyone.
“HYROX has tapped into something truly special in the fitness world, a format that is competitive but welcoming, challenging and achievable for everyone,” Williams said.
“We are proud to stand beside a brand that shares our belief in the transformative power of sport and its ability to build stronger, healthier, and more connected communities.”
Gary Wan, Managing Director of HYROX APAC, said the partnership marks another milestone in HYROX’s Australian growth.
“We are thrilled to welcome Rebel to the HYROX family. It is a natural fit between Australia’s biggest sporting retailer and Australia’s fastest growing sport,” Wan said.
“Rebel’s passion for movement, wellbeing, and community engagement perfectly aligns with our mission to make functional fitness a sport for everyone.”