The two organisations Boss Parfums and Hyrox, the rapidly growing fitness competition series, have announced a multi-year international partnership spanning key European regions.
Part of Coty’s prestigious beauty portfolio, the new Boss Parfums agreement will cover the DACH region, as well as the UK and Ireland, Spain, the Nordics, Benelux and Poland.
This is a significant deal for both parties: the Boss fragrance portfolio is hugely popular and Coty is investing heavily to support its growth, while Hyrox is expected to attract over two million attendees during the 2026/27 season.
The companies stated they wanted to “merge the physical endurance of one of the world’s fastest-growing fitness competition series with the confident, aspirational mindset of Boss Parfums”.
This collaboration, at launch, highlights the new Boss Bottled Beyond fragrance line, which includes the Eau de Parfum, Eau de Toilette Intense and Boss Bottled Beyond for Her.
Hyrox is a perfect fit with Boss thanks to its focus on a format that tests strength, endurance and mental toughness, with elite athletes, amateur runners, gym-goers and first-time participants all competing on the same course and under the same rules.
The partnership already debuted with an initial event in Germany earlier this month; the next event will be in Poznan, Poland, in the third week of November. Additional initiatives are planned at national events in the UK and Ireland, Benelux, the Nordics and Spain.
