PUMA Unveils The Future of Fast in Tokyo 2025

PUMA Unveils The Future of Fast for Tokyo World Athletics Championships 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. 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.
— Romain Girard, PUMA’s VP Innovation

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 & field concept cars, a fully functioning running economy lab, as well as newly released colorways 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.
— Erin Longin, VP of Run/Train

The NITRO™ LAB will open on Saturday, 13 September from 10:00 to 16:00. Address: 5-chōme-4-48 Minamiaoyama, Minato City, Tokyo 107-0062, Japan.

Tokyo World Athletics Championships 2025

Fans will also be able to witness The Future of Fast in real time, as more than 140 PUMA athletes get set to compete in Tokyo. They include the reigning 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 Hakim Sani-Brown and reigning women’s high jump world champion Yaroslava Mahuchikh. There will also be significant PUMA representation on the road, with German national record holder Amanal Petros leading the charge in the marathon, reaffirming PUMA’s commitment to speed and performance across multiple disciplines.

Since 1948, PUMA has been driven by innovation-working with athletes to develop new technologies and products that push the limits of speed and help them achieve their personal bests, on the world’s biggest stages.

This heritage has a significant connection to Japan, as the location of PUMA’s first world record matching 100m sprint by Heinz Fütterer (1954), and where the legendary Abebe Bikila became the first person to win back-to-back Olympic marathons (1960 & 1964).

PUMA continues to build a legacy of firsts, shaping sports culture, and creating iconic moments in sports history – of which we are certain to witness more over the coming weeks in Tokyo.

NITRO™ Lab

The NITRO™ Lab is PUMA’s cutting-edge innovation hub, where technology and athlete collaboration meet to shape the Future of Fast. Inside this unique space, media and guests will discover how PUMA develops its most advanced running products – from initial insights and concept cars to the final NITRO-powered footwear seen on the world’s biggest stages. By combining athlete data, biomechanical testing, and pioneering design, the NITRO™ Lab provides a behind-the-scenes look at the relentless process of innovation that defines PUMA: redefining speed, unlocking new performance levels, and inspiring athletes everywhere.

PUMA TOKYO FLAGSHIP STORE

Harajuku 250A, 5-17-25, Jingumae, Shibuya-ku, 150 0001 Tokyo/ JAPAN

Opened in November 2021, PUMA Tokyo spans 524sqm over three floors, blending sport and culture in the heart of the city. The flagship store will be a location for the launch of the latest Fast-R3 colorway, offering fans an exclusive first look. More than a store, it’s a destination for innovation and design.

PUMA GO WILD PODCAST

PUMA Go Wild Podcast is a show where we interview the PUMA Wild Ones themselves – the legends in sport and culture – unpacking how they’ve redefined the game in their careers, celebrating the biggest highs in their lives, and most importantly unleashing stories on their wild side.

PUMA’s Vice President of Innovation Romain Girard joins Go Wild podcast to share how passion, instinct, and fearless design are shaping the future of innovation in sports. From reimagining performance footwear to pushing the boundaries of sustainability and style, Romain reveals what it takes to turn bold ideas into game-changing products.

Tune in for an inspiring conversation about innovation, greatness, and speed – both on the track and in everyday life.

Watch PUMA Go Wild Podcasts on YouTube:

• Go Wild Podcast | Ep.9 Romain Girard
• Go Wild Podcast | Ep.10 Armand ‘Mondo’ Duplantis

PUMA
https://puma.com | @puma | @pumasportstyle

PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. For 75 years, PUMA has relentlessly pushed sport and culture forward by creating fast products for the world’s fastest athletes. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Basketball, Golf, and Motorsports. It collaborates with renowned designers and brands to bring sport influences into street culture and fashion. The PUMA Group owns the brands PUMA, Cobra Golf and stichd. The company distributes its products in more than 120 countries, employs about 20,000 people worldwide, and is headquartered in Herzogenaurach/Germany.

Athlete photos © Maximilian Maier / 3MPG.
All images courtesy of PUMA.