Global sports brand PUMA has unveiled its “Future of Fast” campaign in Tokyo, presenting a bold vision of innovation and athlete-driven performance ahead of the World Athletics Championships 2025.
The initiative includes athlete-led events, immersive experiences, and a showcase of cutting-edge product design, reinforcing PUMA’s commitment to redefining speed in track, field, and road racing.
Athlete-centred innovation
PUMA’s Vice President of Innovation, Romain Girard, said the brand’s approach focuses on practical solutions shaped by elite athletes.
“Innovation isn’t about chasing flashy ideas—it’s about solving real problems. At PUMA, we start with the athletes. We listen, build, test, and learn,” Girard explained.
The campaign highlights how feedback from some of the world’s fastest athletes has informed the development of new products and technologies designed to push performance limits.
The NITRO™ LAB
A central attraction in Tokyo is the NITRO™ LAB, an immersive experience open for one day only on Saturday, 13 September, at Minato City.
The lab features futuristic concept designs for running and track products, a fully operational running economy lab, and newly released colourways of PUMA’s fastest shoes, including the Fast-R NITRO™ Elite 3, described as one of the most talked-about raceday shoes of the year.
“This is not just an exhibit — it’s a sneak peek into the future of sport,” said Erin Longin, VP of Run/Train. “In Tokyo, we will set a new pace for performance and innovation.”
Athlete showcase at Tokyo 2025
The World Athletics Championships will provide the stage for more than 140 PUMA-sponsored athletes. Among them are Olympic and world champions including:
- Julien Alfred, women’s 100m Olympic Champion
- Karsten Warholm, men’s 400m hurdles world record holder
- Mondo Duplantis, 13-time pole vault world record holder
- Hakim Sani-Brown, Japanese sprint star
- Yaroslava Mahuchikh, reigning women’s high jump world champion
On the road, German marathon record holder Amanal Petros will lead PUMA’s challenge, demonstrating the brand’s breadth across sporting disciplines.
A legacy tied to Japan
PUMA’s presence in Japan carries historic significance. It was here that Heinz Fütterer equalled the 100m world record in 1954, and Abebe Bikila famously won back-to-back Olympic marathons in 1960 and 1964.
Since its founding in 1948, the brand has played a role in shaping sporting culture, from developing breakthrough technologies to supporting athletes on the global stage.
With the Future of Fast campaign, PUMA is seeking not only to showcase innovation but also to cement its legacy of speed and firsts, as the world turns its attention to Tokyo for the championships.
