PUMA × HYROX BLR
Day-one event energy for a collaborator post.
56K likes / 105 comments
View post01 / The assignment
Turn a two-day fitness race into a living content ecosystem for athletes, spectators, partners and the Bengaluru fitness community.
HYROX Bengaluru ran at BIEC on 11–12 April 2026. The public-facing campaign needed to do several jobs at once: create anticipation, explain the experience, celebrate performance and make partner involvement feel native to the event.
The content did not operate as one highlight video. It worked as an integrated sequence across pre-event hype, race-day energy, athlete identity, team culture, partner stories, results and post-event memory.
106K+Visible likes across 12 verified posts
667Visible comments across the same sample
8,200Reported athletes at the Bengaluru event
Social totals use only publicly visible metrics from a verified sample. Event attendance is reported separately and is not attributed to social media.
02 / Content architecture
Every piece had a job. Format was the delivery mechanism. The bucket was the strategic reason it existed.
01
Pre-event hype
Countdown language, local energy and venue readiness built anticipation before the first start wave.
Reels / Carousels02
Race-day energy
Short-form coverage translated the physical intensity, crowd atmosphere and scale of the arena.
Reels03
Athlete identity
Women, men, teams and training clubs gave the campaign characters people could recognise and root for.
Reels / Carousels04
Community & culture
Matching teams, local language and Bengaluru cultural moments made the global format feel local.
Carousels05
Partner stories
PUMA, Ultrahuman and other collaborators were embedded in the event experience rather than simply branded around it.
Collab posts06
Results & recap
Champions, thank-you posts and partner recaps extended attention beyond race weekend.
Carousels / Reels03 / Visual campaign archive
The event was designed to be felt before it was explained.
04 / Selected campaign evidence
The strongest posts combined a clear emotional hook with the credibility of a real, high-stakes event.
The live event, at full volume.
A high-energy post built around the in-arena experience.
19K likes / 182 comments
View postConsider the bar raised.
PUMA content that carried the competitive tone of the weekend.
9.2K likes / 43 comments
View postThe art of being a warrior.
A woman-driven athlete story inside the race-weekend narrative.
4.7K likes / 51 comments
View postTraining-club champions.
Mixed Doubles results gave community groups a moment of recognition.
1.2K likes / 27 comments
View postA vision, brought to life.
Partner-tagged memory piece that extended the event after the final wave.
1.6K likes / 16 comments
View post04 / What it achieved
Attention with context.
The campaign sample generated visible engagement across core HYROX posts and partner collaborations, with the biggest response concentrated in high-energy race-day and PUMA-linked assets. Comment themes included athlete pride, team recognition, ticket interest and eagerness to participate.
Event scale.
Public reporting described Bengaluru as a sold-out, large-scale edition with 8,200 athletes and roughly 10,000 spectators. These are event-participation indicators, not social-media conversions.
Tanmay’s role
Tanmay contributed to the core production team within a 40+ person campaign operation, helping make a complex, live sporting event legible, emotional and shareable across its full content journey.
05 / Why this matters for MIMTC
The proof is not simply that we can film an event. It is that we can create a planned content system around it: before, during and after the audience enters the room.