Athletics Australia and PUMA forge ahead into new era of success

In an historic move set to reshape the landscape of athletics across the nation, Athletics Australia is thrilled to announce the extension of its groundbreaking partnership with international sportswear giant PUMA until 2032.

The new agreement, is recognised as the longest ever deal for Australian athletics and reaffirms PUMA's firm belief in a new golden era for the sport.

The renewal comes months after Australia heralded its most successful athletics campaigns at the Olympics and World Under 20 Championships,  and one year after the Budapest 2023 World Athletics Championships where the country finished with a record medal haul of six, and the Paris 2023 World Para Athletics Championships where Australian athletes wore the famous Puma cat in its green and gold iteration.

The extension of the deal will see all Athletics Australia athletes, coaches and staff kitted in PUMA's technologically advanced apparel once again, with the brand worn at all international events on the runway to Brisbane 2032, outside of Olympics, Paralympics and Commonwealth Games.

Athletics Australia CEO Simon Hollingsworth expressed his excitement about the extension stating:

“We are elated to continue our journey with PUMA. Our continued partnership with PUMA is a testament to the strength of Australian athletics and the vision we share for its future,” Hollingsworth said.

“With PUMA’s support, our athletes have achieved remarkable success, inspiring Australians and earning global recognition. This historic deal, brokered through the expertise of Olympic medallist John Steffensen, represents a powerful alignment of passion, purpose and belief in the potential of Australian athletics to inspire the athlete inside of everyone.”

PUMA’s unwavering belief in Australian athletics as a dominant force internationally has been a driving factor behind the extended collaboration, with the brand demonstrating its dedication to nurturing talent and inspiring future generations of athletes.

Olympic silver medallist Nicola Olyslagers, who has been signed as a PUMA athlete since 2019, said she was thrilled to be supported by a brand that sees the value in Australian athletics.

“PUMA has been a big supporter of my personal and athlete journey, and they have consistently helped me aim higher. One thing I have been very impacted by is seeing PUMA transform the sport in Australia, equipping the future generation of athletes from my nation reach their full potential,” Olyslagers said.

“This partnership is exciting for me as an athlete because I know that a long term commitment gives time to build relationship and consistency, and for me those are two keys for success. I am confident that with this partnership, the future of Australian athletics is looking bright.”

PUMA Senior Manager Sports Marketing - Running, Dario Tippmann said:

“There’s a lot to be proud of from the last 4 years, so we are very excited to extend and build on our relationship with Athletics Australia with this long-term partnership," said Dario Tippmann, PUMA Senior Manager Sports Marketing. 

“We look forward to further supporting Australian athletes to achieve new levels of success in our high-quality performance apparel as they prepare and work towards Brisbane 2032.”

PUMA’s heritage runs deep with athletics, with PUMA shoes worn by racial justice icons Tommie Smith and John Carlos at the 1968 Olympic Games during their iconic 200 metre final and Black Power Salute for Equality.

Additionally, PUMA currently sponsors Australian track and field stars including Olympic champion Nina Kennedy, Kurtis Marschall, Linden Hall, Torrie Lewis, Gen Gregson, Liz Clay and Rohan Browning to name a few.

By Sascha Ryner, Athletics Australia
Posted: 7/1/2025