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“If you don’t challenge yourself, nothing changes”… Puma launches Hong Beom Seok Hyrox Collection
🇰🇷 South Korea /Culture & Society

“If you don’t challenge yourself, nothing changes”… Puma launches Hong Beom Seok Hyrox Collection

From Dong-A Ilbo · (5m ago) Korean Positive tone

Translated from Korean, summarized and contextualized by DistantNews.

TLDR

  • Global sports brand Puma has launched the 'Hong Beom Seok Collection,' its first collaboration with athlete Hong Beom Seok, focusing on the emerging fitness trend HYROX.
  • The collection incorporates Hong's experience in HYROX competitions and training, featuring 'DRYCELL' technology for moisture-wicking and laser-cut details for improved airflow.
  • Inspired by Hong's tiger tattoo and his motto 'If You Don't Challenge Yourself, Nothing Changes,' the collection aims to encourage more people to embrace the HYROX fitness journey.

Dong-A Ilbo reports on Puma's strategic move to tap into the burgeoning fitness market with its new 'Hong Beom Seok Collection,' a collaboration that highlights the growing popularity of HYROX, a hybrid fitness race.

This collection marks a significant step for Puma in South Korea, leveraging the expertise and influence of Hong Beom Seok, who has transitioned from a special forces soldier and firefighter to a prominent athlete and Puma's Asia-exclusive global ambassador. His deep involvement in the product development process, from material selection to design details, ensures the collection meets the rigorous demands of HYROX training and competition.

This collection is personally very meaningful to me as it truly captures every moment of my training, competition, and recovery. HYROX is not just a fitness race; it's a journey of confronting one's limits. Through this collection, I hope more people will embark on that journey without fear.

— Hong Beom SeokHong Beom Seok shares his personal connection to the collection and his aspirations for its impact on aspiring athletes.

The collection's design philosophy is rooted in Hong's personal journey and values. The inclusion of 'DRYCELL' technology and laser perforations addresses the practical needs of athletes, enhancing comfort and performance during intense workouts. Furthermore, the incorporation of graphics inspired by Hong's tiger tattoo and his personal motto, 'If You Don't Challenge Yourself, Nothing Changes,' imbues the collection with a powerful message of perseverance and self-overcoming.

Puma's commitment to HYROX extends beyond this collaboration; the brand has been a partner since the event's inception in Germany and is now its official global sponsor. This partnership underscores Puma's ambition to lead in the performance training culture. As HYROX events expand globally, including an upcoming competition in Incheon, South Korea, Puma is positioning itself at the forefront, fostering a performance ecosystem that connects the brand, athletes, and consumers.

If You Don't Challenge Yourself, Nothing Changes.

— Hong Beom SeokThis motto, inspired by Hong's values, is featured in the collection.
DistantNews Editorial

Originally published by Dong-A Ilbo in Korean. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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