PUMA UNVEILS THE FUTURE OF FAST FOR
TOKYO WORLD ATHLETICS CHAMPIONSHIPS 2025
Cape Town, 5 September 2025 – Ahead of the Tokyo World Athletics Championships 2025,
global sports brand PUMA has revealed The Future of Fast – a bold vision for innovation that
will be brought to life through a series of athlete events and cutting-edge experiences in the
Japanese capital.
Featuring unique testimony from the fastest athletes in the world, and data-backed product
analysis from the PUMA Innovation team, these moments will celebrate the athletes trailblazing
their sports, and evidence how PUMA is collaborating with them to pioneer The Future of Fast.
“Innovation isn’t about chasing flashy ideas—it’s about solving real problems,” says Romain
Girard, PUMA’s VP Innovation. “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.”
For one day only, fans have the chance to step inside the NITRO™ LAB – an immersive
innovation experience that showcases PUMA’s commitment to redefining speed. The NITRO™
LAB is home to a futuristic lineup of road running, and track and field concept cars, a fully
functioning running economy lab, as well as newly released colourways of PUMA‘s fastest
raceday products – including the most talked about raceday shoe of the year, Fast-R NITRO™
Elite 3.
“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,” said Erin
Longin, VP of Run/Train.
