Ahead of the Tokyo World Athletics Championships 2025, global sports brand PUMA has revealed The Future of Fast – a bold vision for innovation that will be brought to life through a series of athlete events and cutting-edge experiences in the Japanese capital.

Featuring unique testimony from the fastest athletes in the world, and data-backed product analysis from the PUMA Innovation team, these moments will celebrate the athletes trailblazing their sports, and evidence how PUMA is collaborating with them to pioneer The Future of Fast.

“Innovation isn’t about chasing flashy ideas—it’s about solving real problems,” says Romain Girard, PUMA’s VP Innovation. “At PUMA, we start with the athletes. We listen, build, test, and learn. If something doesn’t work, it goes back to the drawing board. Our purpose is to inspire every athlete to unleash their true self.”

For one day only, fans have the chance to step inside the NITRO LAB – an immersive innovation experience that showcases PUMA’s commitment to redefining speed. The NITRO LAB is home to a futuristic lineup of road running, and track & field concept cars, a fully functioning running economy lab, as well as newly released colourways of PUMA‘s fastest raceday products – including the most talked about raceday shoe of the year, Fast-R NITRO Elite 3.

“This is not just an exhibit — it’s a sneak peek into the future of sport. PUMA is pioneering The Future of Fast, and in Tokyo we will set a new pace for performance and innovation,” said Erin Longin, VP of Run/Train.