So what is PROJECT3?
PROJECT3 doesn’t begin at the start line. It actually begins months earlier, with a dedicated team working behind the scenes to build an environment where sub-elite athletes can truly perform at their highest level. From concept to race day, every detail is thought through to the finish line. The mission is to go beyond traditional support by combining world-class product with expert guidance across sport psychology, nutrition, and performance innovation to give athletes everything they need to succeed.
STEP 1
Before a new PROJECT3 location is even revealed, the PUMA Running team is already deep in planning. This phase is focused on building the infrastructure of the program; identifying athlete needs, aligning internal teams, and shaping the performance support system.
This includes:
Collaborating with footwear designers and product developers to identify the best product selections.
Structuring access to performance experts such as sports psychologists and nutritionists.
Preparing the framework for athlete support, communication, and programming.
At this stage, the goal is to ensure that once athletes enter the program, everything is already in place to support them holistically; from mindset to mileage.
STEP 2
Once athletes are selected into the PROJECT3 cohort, the focus shifts to consistent, high-touch support. The team works closely with athletes throughout their training block, maintaining regular communication through weekly calls, check-ins, and shared resources.
Athletes receive:
An initial seeding kit, allowing them to train in PUMA’s most innovative footwear and performance apparel.
Ongoing guidance and access to experts across sports psychology, nutrition, and performance strategy.
Direct connection to the PROJECT3 team via a shared communication forum, ensuring questions are answered and adjustments can be made in real time
This phase is about building confidence, both in the athlete and in the systems supporting them; so that by race day, nothing feels unfamiliar.
STEP 3
As race day approaches, preparation becomes precision. Athletes are equipped with exclusive race-day kits, including performance-tuned footwear and apparel designed specifically for peak output.
This includes:
Race-day footwear engineered for speed, responsiveness, and efficiency
Lightweight, exclusive, high-performance apparel designed for optimal comfort and conditions
Final touchpoints with the team to ensure athletes feel physically and mentally ready
By the time athletes' step to the line, they’re not just prepared, they’re fully supported. Every element, from product to programming, has been intentionally designed to help unlock their best performance when it matters most.
