Unleashing new Bests

What happens when you take everyday runners from across the globe, train them like professionals, provide them with cutting-edge gear, and unleash them on the world’s most iconic marathons? You get 69 new personal bests, $132,000 in prize money, and nearly five hours of collective time shaved off. But behind all those numbers? We saw community, belief, and performance culture in action. Keep reading to see what made PROJECT3 more than just a campaign. 

Results that made Headlines

From the start lines of Boston and London to the running communities cheering for their buddies from afar, PROJECT3 made serious waves.

180 Runners from 13 countries laced up in the Fast-R NITRO™ Elite 3 and chased one goal: their personal best. And they didn’t just meet it – they smashed it!

Thirty-eight athletes beat their marathon time by more than three minutes, an outstanding achievement that PUMA recognizes with each of them earning $3,000. That’s not something you see in community running programs every day – but then again, this wasn’t just any program.

“Starting PROJECT3, we had a bold idea,”

said Lucas Maher, Project Manager of PROJECT3 and Senior Athlete Activation Manager.

“But what we saw at the finish line exceeded everything we imagined. Our team is especially proud of the community created amongst these global athletes, their sincere belief and trust in PUMA as a performance running brand, and the future successes they will achieve off their experience in PROJECT3”

What Is PROJECT3, Anyway?

At its core, PROJECT3 was built on one belief: that greatness isn’t limited to elite athletes.

Launched in January this year, the program brought together 180 runners from around the world – from Brazil to Sweden, Mexico to China – for months of structured training, exclusive access to performance gear, and top-tier coaching. Many balanced their running with full-time jobs, families, and daily life. But they still showed up. Hard.

It wasn’t just about performance. It was about building something together.

The Shoe everybody talked about

At the heart of all stood the Fast-R NITRO™ Elite 3 – our fastest-selling race day shoe of all time.

“PUMA Running cut through the noise of our competitors at all levels – creating constant buzz over more than two weeks in the running world,”

said Lucas Maher, Senior Athlete Activation Manager.

“We saw our PROJECT3 Athletes flood the front end of both races in FAST-R3, clock in 69 personal bests and shave off over 4 hours collectively.”

With its cutting-edge design and performance, the Fast-R3 didn’t just change race times – it transformed how athletes approached the marathon.

“I got the elite athlete experience – from coaching and training to nutrition advice and mental prep, and of course, their cutting-edge footwear innovation.”

said London participant Amy Lowe.

“The London Marathon marked the end of an incredible and formative experience working with PUMA.”

The Courage to Be Ourselves

What made PROJECT3 different wasn’t just the prize money or the product innovation (although let’s be real – both were pretty great). It was the culture behind it. A culture that dares to back bold ideas. A culture that sees potential in people and gives them the tools to unlock it.

PROJECT3 showed what PUMA looks like when our values hit the pavement. We dared to be ourselves. We empowered every athlete to be their true self. And they all unleashed their greatness.

With a new Fast-R NITRO™ Elite 3 colorway dropping June 4, runners everywhere will get the chance to experience what PROJECT3 athletes already know: that when you believe in your training – and your shoes – big things happen.