PUMA India has partnered with Bumble and HYROX to introduce a new fitness-led dating format this Valentine’s Day, aimed at singles who prefer movement over small talk. The one-day activation will take place on February 14 at Phoenix Market city, bringing together fitness-curious individuals aged 21–35 for a beginner-friendly workout followed by a social mixer.

Link: https://www.instagram.com/p/DUYNY4Mj9Jz/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

At the heart of the collaboration is a customized mini HYROX challenge that combines short runs with functional workout stations. Designed to be inclusive and accessible, the format encourages participation regardless of fitness level, making it more about shared effort than competition. The idea is summed up by the campaign’s central thought: “Break a sweat first, break the ice after,” positioning physical activity as a natural catalyst for real-world connections.

The initiative builds on the ongoing PUMA x Bumble partnership in India, which has focused on creating community-led sporting experiences since 2024. With HYROX joining the mix, the activation expands into a larger movement-driven culture, reflecting the growing appetite for experiential, offline interactions. Research from Bumble indicates that nearly half of Indian singles actively seek fitness or wellness-based activities as part of their dating lives, making sporty-first dates increasingly appealing.

For PUMA, the event reinforces its strategy of building culture-led properties through sport. For Bumble, it aligns with the platform’s focus on meaningful, interest-driven connections. HYROX, meanwhile, continues to strengthen its presence in India by spotlighting its community-first approach to fitness.

Together, the three brands are reframing Valentine’s Day-not as a pressure-filled romantic milestone, but as a shared, sweat-powered experience where connection begins with movement.