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PUMA Project3 Returns in 2026: When Amateur Runners Go Full Elite Mode
$160,000 distributed. 100 personal bests shattered. 269 amateur runners propelled into pro-level conditions on the world’s biggest marathons. In 2025, PUMA clearly shook up the running world with Project3. In 2026, the German brand is back for a second season, driven by the same ambition: to support and reward sub-elite runners who train relentlessly behind the scenes—far from the spotlight, but with discipline and commitment worthy of professionals. For this new edition, the spotlight is on the Boston Marathon and the London Marathon, with more races likely to be added to the program.
| The origin of the concept: Fast-R 3, the fastest road shoe on the market
Over the past few years, PUMA has shed its outsider status in running. The brand has built strong credibility, powered by a clear technological identity—most notably its NITRO™ foam, which blends lightness, rebound, and durability.
After a successful rise driven by the Deviate line, 2025 marked a true turning point. PUMA made a bold statement with the release of the Fast-R 3, a radical shoe designed purely for performance. Backed by a serious scientific study led by University of Massachusetts Amherst researcher Wouter Hoogkamer—the same scientist who validated Nike’s first carbon-plated Vaporfly in 2016—PUMA unveiled its latest technological weapon.
The study’s conclusion was clear: the Fast-R 3 is currently the fastest road shoe available, improving running economy by 3.15% to 3.62% compared with other performance models on the market.
Those findings quickly translated to real-world results. PUMA was everywhere on the start lines of major 2025 marathons, with elite athletes shining—such as world silver medalist Amanal Petros, who clocked 2:04 in Valencia. In this context, Project3 is clearly more than a marketing stunt—it’s the logical next step in PUMA’s performance-driven strategy.
| Project3: living like a pro
The idea behind Project3 is both simple and innovative: give amateur and intermediate runners access to support comparable to that of professional athletes.
Concretely, Project3 includes:
✔ A selection of 300 amateur and intermediate runners
✔ Tailor-made support
✔ Training monitoring with coaches from the PUMA Elite Running Team
✔ A Maurten nutrition pack
✔ Access to the brand’s most advanced shoes, including the Fast-R 3 and the new Deviate Elite 4
✔ And most importantly: cash rewards for performance
Breaking your personal best has never been so motivating. Smash it by more than three minutes, and PUMA will transfer $3,000 directly to your bank account. In 2025 alone, 48 athletes in the program—unknown to the general public—earned this prize thanks to their performances. Additional rewards were also given for the biggest PB improvement and the fastest overall times. In total, $160,000 was distributed to Project3 runners.
| How to join the program
To be eligible, applicants must meet both of the following criteria:
➜ Have already run a marathon under 3 hours (men) or 3:15 (women)
➜ Hold a bib for the Boston or London Marathon 2026
Applications are open on puma-project3.com from Monday, January 26 to Friday, January 30.
| Why Project3 brings a breath of fresh air to running
What PUMA understands with Project3 is a reality often overlooked: the heart of running isn’t limited to sponsored elites. There’s a fast-growing group of sub-elite runners who train 10 to 12 times a week while juggling demanding jobs and busy family lives. Despite these constraints, they chase ambitious times close to the elite level—without ever making a living from the sport.
What PUMA understands with Project3 is a reality often overlooked: the heart of running isn’t limited to sponsored elites. There’s a fast-growing group of sub-elite runners who train 10 to 12 times a week while juggling demanding jobs and busy family lives. Despite these constraints, they chase ambitious times close to the elite level—without ever making a living from the sport.
For PUMA, it’s also a smart way to:
✔ Strengthen visibility among sub-elite runners, an increasingly influential group
✔ Put more PUMA shoes on the start lines of major marathons
✔ Build a genuine emotional connection with passionate runners
By bringing Project3 back in 2026, PUMA confirms it doesn’t just want to lead on product performance. The brand wants to play an active role in the running world—supporting those who keep the sport alive every day. Rewarding amateurs for their performances, offering them pro-level conditions, and letting them dream bigger: this initiative is still rare, almost unique, and it resonates strongly in a sport where the line between amateurs and pros is thinner than ever. Project3 sends a powerful message to an entire generation of runners: your passion deserves to be seen—and your hard training deserves real recognition.
✔ ✔ Project3 applications are open on puma-project3.com until Friday, January 30.
Clément LABORIEUX
Journalist