Amazon is reporting that it signed an agreement to become an “official partner” for the Hyrox fitness competition series, which includes dedicated Hyrox storefronts, curated Amazon Music playlists and on-site activations for participating athletes. Amazon also reports it is the title partner for the Hyrox London event in December.
To launch the partnership, Amazon has opened dedicated Hyrox storefronts in Europe, starting with the UK, Germany, France, Italy, Spain, and the Netherlands, offering performance tech such as watches and wearables, training and recovery tools and accessories such as grips and tape. The outlets will also offer protein, supplements, energy, and coffee.
Online, Amazon Music will launch a curated Hyrox playlist designed for each functional station. At major Hyrox events across Europe, Amazon is planning on-site activations designed to connect the Hyrox community with Amazon creators and influencers and will also open Gear Grab booths at events featuring interactive challenges, product testing and shopping opportunities.
In early December, Amazon became title sponsor of Hyrox London, which “drew over 40,000 participants last year across five days.”
Moritz Fürste, co-founder and chief marketing officer at Hyrox, said: “This partnership marks a major milestone for Hyrox and reflects the incredible global growth of the sport we have witnessed this season. Partnering with Amazon allows us to better support our rapidly expanding community by making it easier for athletes to access the products they need to prepare, train and race, all in one place, so they can get the support they need from start to finish.”
