BOSS PARFUMS and HYROX have announced a multi-year international partnership across Europe. The collaboration combines the global reach of HYROX, expected to attract more than 2 million participants during the 2026/27 season, with the ambition, confidence, and performance values embodied by BOSS PARFUMS.
The partnership will run across DACH, UK&I, Spain, the Nordics, Benelux, and Poland.
As HYROX accelerates its global expansion, this alliance underscores the growing influence of fitness racing as a global sporting discipline. The partnership kicked off with BOSS PARFUMS HYROX Karlsruhe (1–4 October 2026) in Germany – the first of its major title event activations across the 2026/27 season. Next is BOSS PARFUMS HYROX Poznań (20–22 November 2026) in Poland, with further activations scheduled at national events in the UK&I, Benelux, Nordics and Spain. BOSS PARFUMS will deliver high-touch experiential environments and athlete engagement platforms, bringing the brand directly to HYROX’s global network of over 15,000 affiliated training clubs and millions of participants worldwide.
The collaboration will spotlight the upcoming BOSS Bottled Beyond fragrance portfolio including BOSS Bottled Beyond Eau de Parfum, BOSS Bottled Beyond Eau de Toilette Intense, and BOSS Bottled Beyond for Her – embodying dual forces of strength and refinement, crafted for those who strive to go beyond.
Douglas Gremmen, Chief Growth Officer of HYROX: “HYROX is built on a standardized platform where every finish line represents a major human victory. Whether someone is fighting for a podium or pushing past a personal best, that level of dedication commands respect. Partnering with BOSS PARFUMS allows us to spotlight the perseverance and achievement of our international community. True success is not just about pursuing individual goals, but about recognizing that same determination and drive in others. It is the epitome of BOSS recognize BOSS.”
Jean Holtzmann, Chief Brands Officer for Prestige at Coty: “HYROX has created one of the fastest-growing, culturally relevant, global phenomena in the fitness world. BOSS Bottled is a core franchise within Coty’s prestige portfolio, and this multi-year partnership with HYROX gives us a direct way to engage younger audiences who share our belief in high performance and the pursuit of personal success. BOSS Bottled Beyond launches across the same six markets as HYROX competition season, giving the partnership a live product story from day one.”
