BOSS Parfums becomes official partner of Hyrox

BOSS Parfums has signed a multi-year partnership with Hyrox. It is notable that a fragrance brand is making the move into competitive fitness sports, but it demonstrates how powerful Hyrox has become as a platform.

The partnership focuses on a number of key European markets, including the Benelux, Germany, Austria, Switzerland, the United Kingdom, Spain, the Scandinavian countries and Poland. Dutch and Belgian Hyrox athletes will therefore soon be encountering the brand prominently at events.

Hyrox now attracts tens of thousands of participants per season and is becoming increasingly appealing to brands outside the traditional sports world. The arrival of a prestigious fragrance brand confirms that Hyrox has grown as a lifestyle phenomenon far beyond the niche of functional fitness.