Puma has signed its first-ever apparel and footwear sponsorship for a U.S. marathon with Jumping Fences Inc., the event producer of the San Francisco Marathon.

The partnership will include sponsorship of all of the events in the course of the race weekend in July together with exclusive footwear and apparel rights. The schedule kicks off on July 21 at Fort Mason Park with the health and fitness expo followed by an ultramarathon, 5K fun run and family 1K on July 22. The total marathon, half-marathon, 10K and 5K will probably be held the next day.

As a part of the deal, Puma will even be the lead sponsor of the San Francisco Marathon’s Run365 Training Program, one among the most important training programs within the Bay Area. The eight-week long program kicked off on May 27 and is meant to encourage runners of all paces.

“We’re honored and excited to embark on this three-year journey with the San Francisco Marathon,” said Allison Giorgio, vp of selling at Puma North America. “Ever since our re-entry into the running category we’ve been in search of opportunities to attach with local running communities and elevate the race-day experience and performance for each style of runner. The San Francisco Marathon’s wealthy history and commitment to the area people allows us to have interaction with runners in an authentic way and proceed making strides within the category.”  

In 2021, Puma, which has an extended history in track and field, plunged into the performance road running category with its Nitro foam technology that gives responsiveness and cushioning. Since then, it has sponsored some elite long-distance U.S. female runners including 2021 Olympic bronze medalist Molly Seidel in addition to Sara Vaughn and Dakotah Lindwurm. By the 2024 San Francisco Marathon, Puma will release a limited-edition Nitro shoe within the race’s colours together with an apparel collection that will probably be sold on the fitness expo.

“This partnership with Puma is a real fit and natural next step for the San Francisco Marathon,” said Lauri Abrahamsen, director of operations for Jumping Fences Inc. “The Puma brand is centered on supporting a culture of collaboration, community and humility — these are the essential ethos of endurance running. We all know that the one strategy to succeed together within the athletic community is to have shared values and an ever-evolving vision for the longer term.”