PUMA Unveil ‘The Future of Fast’ Ahead of Tokyo 2025 World Athletics Championships
Tokyo is about to get a speed upgrade! Ahead of the upcoming World Athletics Championships, are rolling out 'The Future of Fast', a series of athlete-driven events and experiences that push the boundaries of performance.
The initiative combines firsthand insight from some of the fastest athletes on the planet with data-driven analysis from PUMA’s Innovation team. Together, they aim to showcase how collaboration between athlete and brand is redefining performance.
'Innovation isn’t about chasing flashy ideas – it’s about solving real problems,' says Romain Girard, PUMA’s VP of Innovation. '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.'
Central to the initiative is the NITRO™ LAB, a one-day immersive experience opening on September 13. Fans can explore a futuristic lineup of road-running and track-and-field concept models, step inside a fully functioning running economy lab, and get a first look at PUMA’s latest race-day colourways – including the standout Fast-R NITRO™ Elite 3.
They’ll also see 'The Future of Fast' in action on the track and road. Over 140 PUMA athletes are set to compete in Tokyo, including women’s 100m Olympic champion Julien Alfred, men’s 400m hurdles world record holder Karsten Warholm, 13-time pole vault world record holder Mondo Duplantis, Japanese sprint sensation Abdul Hakim Sani Brown, and reigning women’s high jump champion Yaroslava Mahuchikh. On the road, German marathon record-holder Amanal Petros will lead PUMA’s charge, showing the brand’s commitment to speed across disciplines.
'This isn’t just an exhibit – it’s a glimpse into the future of sport,' says Erin Longin, VP of Run/Train. 'In Tokyo, PUMA will set a new pace for performance and innovation.'
Get a closer look at the experience in the shots above. You can find the PUMA NITRO™ LAB at 〒107-0062 Tokyo, Minato City, Minamiaoyama,5-chōme−4−48 Ｇビル南青山.
In other news, STUDIO HAGEL are in the game.