
The brand Puma is leaning even harder into running.
In recent years, the German company has doubled down on its commitment to distance running, first by launching a solid roster of trainers and super shoes (including the Deviate Nitro Elite series, which has done well at Marathon Majors), and then by investing in elites, including track stars like 400m hurdler Karsten Warholm and American marathoners such as Dakota Popehn and Fiona O’Keeffe.
And now Puma is launching Project3, a concept targeting serious recreational runners. The project will provide a select group of amateurs a taste of what it’s defining as pro-level perks. If youโre one of the 100 runners chosen for the 2025 Boston or London Marathons, youโll get exclusive access to gear, coaching, and other incentives that are supposed to give you the pro feeling. But is this the boost youโve been waiting for or just a flashy extra? Letโs dive in.
What Is Project3?
Puma is stepping up to support amateur marathon runners in style, offering selected runners an opportunity to train like pros (or at least look like them). Youโll get exclusive access to unreleased Puma gear, expert coaching, and even a shot at some cash prizes. Itโs part performance boost, part marketing magicโand honestly, itโs a pretty intriguing mix.
The Perks:
- Exclusive Gear
Think prototype running shoes and apparel that no one else has. Not only will you feel like an insider, but you might also turn a few heads at the start line. - Elite-Level Coaching
Pumaโs coaches, athletes, and performance specialists are in your corner, offering insights that could give you an edge. Whether itโs advice on pacing or recovery hacks, this is the kind of support thatโs usually reserved for the pros. - Cash Incentives
Hereโs where it gets competitive: shave three minutes off your marathon PR, and you could earn $3,000. The fastest Project3 runners at Boston and London get another $3,000 each. If youโre a speedster with a shot at the podium (but maybe not the race podium itself), this could be your moment. - Extra Rewards
Six standout participants will win an all-expenses-paid trip to a Puma-sponsored race later in the year, plus $5,000 worth of training gear. Thatโs some serious runnerโs bling.
Who Can Apply?
If youโre already in the Boston or London Marathon and have a marathon PR of 3:10 or faster, congratulationsโyouโre eligible! But fair warning: the competition for these 100 spots is bound to be fierce, so bring your A-game when you apply.
The Catch?
While the perks are sweet, keep in mind that Project3 is as much about promoting Puma as it is about elevating your training (well, probably more so, really). Youโll likely need to represent the brand at events and races, which is cool if youโre into it, but worth considering if you prefer flying under the radar.
Pumaโs Comeback in the Elite Running Game
If youโve been paying attention to the running world, youโve probably noticed Puma making some serious moves to reclaim its spot among the elite. From innovative race shoes to signing big-name athletes, the brand is determined to remind everyone itโs more than just casual streetwearโitโs here to play at the highest level.
Race Shoes That Are Turning Heads
Puma has been rolling out a lineup of performance-focused race shoes aimed at challenging industry heavyweights like Nike and Adidas:
- Deviate NITRO Elite: This carbon-plated racing shoe packs Pumaโs signature NITRO foam, offering lightweight cushioning and serious responsiveness. Itโs made for runners looking to shave minutes off their marathon times.
- Fast-R NITRO Elite: Featuring a split-plate design and ultra-lightweight midsole, this shoe was created for elite runners looking for max propulsion on race day.
- ForeverRUN NITRO: While marketed more as a stability trainer, this shoe showcases Pumaโs commitment to versatility and innovation for all runners, from beginners to pros.
These shoes are helping Puma rebuild its credibility as a serious player in the competitive running footwear market.

Athletes Bringing PUMA Back to the Spotlight
No comeback is complete without star power, and PUMA has been busy signing some top-tier athletes to lead the charge:
- Fiona OโKeeffe: One of the brightest young stars in American distance running, OโKeeffe has been setting the track on fire with her performances. As part of PUMAโs growing roster, sheโs bringing attention to the brandโs investment in up-and-coming talent.
- Molly Seidel: The Tokyo 2020 Olympic bronze medalist in the marathon joined PUMAโs team in 2022, giving the brand a high-profile presence in the marathon world. Seidel’s blend of underdog and personality has made her a fan favoriteโand a great ambassador for PUMAโs push into distance running.
- PUMA Elite Running Team: Based in North Carolina, this professional team includes top talent like Steven Fahy and Taylor Werner. The teamโs focus spans from mid-distance track events to marathons, signaling PUMAโs commitment to a wide range of running disciplines.
Should You Apply?
If youโre a fast marathoner with a love for new gear and the thrill of competition, Project3 could be an exciting opportunity. Itโs not every day you get a chance to train like an elite and snag some freebies along the way. But if youโre hoping for a total game-changer or a guaranteed VIP experience, you might want to temper your expectations.
Pumaโs Project3 strikes a fun balance between elevating your performance and their own brand promotion. For those who qualify, itโs undoubtedly a unique experience, providing a little extra motivation (and swag) thrown in for good measure.
Ready to take the leap? Applications are open until Jan. 27, 2025, at Pumaโs Project3 site.