More Than a Race: How PUMA and Its Community Took on HYROX Abu Dhabi

There is something special about a fitness event where the finish line becomes just one part of the story. At HYROX Abu Dhabi, held from 23 to 25 October at ADNEC Centre Abu Dhabi, athletes pushed their physical limits, spectators rallied behind friends and strangers, and an entire community came together around a shared determination to keep moving.

As HYROX’s official global apparel and footwear partner, PUMA Middle East was at the heart of the three-day event, bringing together professional athletes, fitness enthusiasts and members of its wider community. While the competition delivered some impressive results, it was the collective energy surrounding the race that made the weekend memorable.

The People Behind the Performance

HYROX has become a meeting point for people at different stages of their fitness journeys, from first-time competitors testing their limits to seasoned athletes chasing personal bests. For PUMA Middle East, Abu Dhabi was an opportunity to celebrate that breadth of experience, with its athletes and community members taking on different race formats throughout the weekend.

Among the standout performances was Mohamed Yassine Lahbri, who finished second overall in the Solo Pro Men’s category in 57 minutes and 47 seconds, securing first place in his age group. He also set a Moroccan national record and recorded the fastest time by a GCC resident on the day.

Jess Towl delivered another remarkable result, finishing third overall in Solo Pro Women’s in 1:02:35 and taking first place in her age group. Samara Kubanychbekova placed sixth overall in the same category, finishing second in her age group with a time of 1:09:42.

For Patricia Luna, the event marked a different kind of milestone: completing her first-ever HYROX Pro race and securing third place in her age group. Her achievement offered a reminder that progress is not always measured against someone else's finish time. Sometimes, it is about stepping into a challenge you have never attempted before.

The successes continued in the doubles and relay categories. Matt Threadgold and Jessica Brady finished second overall in Mixed Doubles, recording 55:34, while the men's relay team featuring Mohamed Ali Mrabet and Mohamed Yassine Lahbri claimed first place overall in 51:08.

Members of the wider PUMA Middle East community also made their mark, with Heba Eid finishing second in her age group in Solo Pro Women’s, Maria Paliy placing fourth in her age group during her first-ever solo race, and Evan Macari securing second place in his age group in Mixed Doubles.

Fitness Is Better Together

Away from the race floor, the atmosphere was just as much a part of the experience. PUMA Middle East's booth brought playful touches to the event, with colourful hair braiding and temporary tattoos giving participants and spectators a chance to embrace their own race-day style. In the spectator area, support boards encouraged friends, families and fellow fitness enthusiasts to leave messages and cheer on their people.

The PUMA Nitro Van also gave attendees the opportunity to try the brand's latest performance innovations, adding a hands-on element to the weekend.

The brand's own team joined the challenge, too. Jonathan Bannister, Head of Marketing at PUMA Middle East, and Ben Strasser, Marketing Consultant at PUMA Middle East, took to the race floor alongside the athletes and community members, reinforcing the sense that this was a shared experience rather than simply a brand presence at a sporting event.

That spirit of participation is an important part of the wider fitness conversation. Training may often happen individually, but having people around who understand the effort, celebrate progress and encourage you through difficult moments can make the journey feel more rewarding.

The Next Challenge Awaits

From elite performances to first-time race experiences, HYROX Abu Dhabi brought together different definitions of achievement under one roof. The results were impressive, but so were the moments of encouragement between races, the support from the stands and the willingness to take on something difficult.

For anyone looking for motivation to set a new goal, try a different form of training or simply find a community that makes movement more enjoyable, the weekend offered plenty of inspiration.

Next on the calendar is HYROX Dubai, taking place on 27–28 November. As PUMA Middle East continues the season alongside its athletes and wider community, the message is simple: fitness is about more than how fast you finish. It is also about the people who help you get there, the challenges that show you what you can do and the confidence to keep going.