Project3:
Race like a Pro
PUMA empowers sub-elite marathoners with pro-level coaching, gear, and rewards
January 27, 2025PUMA empowers sub-elite marathoners with pro-level coaching, gear, and rewards
January 27, 2025Project3, our one-of-its-kind running program, gives sub-elite marathoners a pro-level race experience. With 100 spots each for the 2025 Boston and London Marathons, participants gain elite coaching, advanced gear, and the chance to win big prizes. It’s a win for runners—and for PUMA, as Lucas Maher, Athlete Activation Manager @Run/Train, explains how the program is forging new connections. Read on to see how Project3 is reshaping the marathon world.
A Bold Move in the Marathon World
As part of Project3, athletes will receive tailored guidance from PUMA’s Elite Running Team coaches, along with insights from the brand’s innovation experts. These runners will trial the newest PUMA race-day products, giving them an edge on the road to marathon glory.
“We want to create a deeper connection with the running community, not just at the professional level, but with those sub-elite runners who have the potential to achieve incredible performances,”
said Lucas Maher, Project Manager of Project3 and Athlete Activation Manager at PUMA Run/Train.
But Project3 goes beyond coaching and gear. PUMA is backing participants with significant incentives for standout performances, offering
- $3,000 to runners who break their marathon personal bests by three minutes or more,
- $3,000 for the male and female runners with the biggest PB improvement among all Project3 participants.
- And $3,000 for the fastest male and female finishers from Project3
and if an athlete wins all the available prizes, they could walk away with a hefty $9,000.
With only 200 spots available across the two races, the program is guaranteed to generate excitement among marathoners. Applications are open until January 27, 2025 — find out more and apply through puma-project3.com.
Behind the Scenes of Project3: A Chat with Lucas Maher
We sat down with Lucas Maher, Project Manager of Project3 and Athlete Activation Manager for PUMA Run/Train, to hear more about the inspiration behind Project3 and how it’s helping position PUMA as a leader in the global running space.
Lucas, what inspired PUMA to create Project3 and offer marathoners the chance to train and compete like professional athletes?
Lucas: PUMA has been doing a really great job of reestablishing itself in the performance running market. When we looked at the Boston and London Marathons, we saw an opportunity to connect with a community of dedicated runners who don’t always get the spotlight. These athletes often work a full-time job but still race at a level close to professionals. With the progress we’ve made in terms of product innovation and our growing brand in the running space, it felt like the right time to make a bold move towards this sub-elite running community. Project3 is our way of saying, “We’re here for all runners,” not only the pros. By giving them the same resources we offer our elite athletes, we want to showcase our innovative products and, at the same time, build strong connections with these dedicated runners and build strong brand equity.
What would you say is the overarching goal for PUMA with this initiative?
Lucas: The overall goal is twofold. First, we want to build a strong connection with the marathon community — not just the elite professionals but the everyday runners who are pushing themselves to break their personal records. Secondly, we want to demonstrate PUMA’s credibility as a performance running brand. Project3 aligns perfectly with our broader strategy of offering excellent products and supporting athletes at all levels. We believe this program can have a lasting impact on both the runners and the brand.
It’s clear that PUMA’s involvement in these major events is part of a bigger vision. How does Project3 align with PUMA’s strategy of product excellence and brand elevation?
Lucas: Absolutely. Project3 gives these athletes, who are incredible sub-elite performers with great credibility within their communities, the opportunity to wear the newest cutting-edge PUMA running gear designed to enhance their performance on race day. It’s a perfect opportunity to show that we’re not just backing elite athletes, but also pushing the boundaries of product development to benefit all runners on the global marathon stage. This ties perfectly into our strategy of supporting athletes, delivering product excellence, elevating our brand, and becoming a leader in performance running.
Can you share why you chose the Boston and London Marathons specifically?
Lucas: Yes, well, both races are iconic, world-renowned events with rich histories and massive global followings. They represent some of the biggest stages in marathon running, and there’s an incredibly strong sense of community around them. In Boston, for example, there’s a real “vibe” on race weekend — even people who aren’t running want to be a part of the experience. So, we felt these marathons provide the perfect platform for PUMA to showcase our commitment to the running world and connect with passionate athletes from around the globe.
What’s the most exciting aspect of Project3 for you personally?
Lucas: For me, it’s the unknown. We’ve launched many campaigns, but with Project3, we’re stepping onto a big stage in a way we haven’t before. It’s a bold move into uncharted territory. When we first opened applications, we weren’t sure what to expect. But within 48 hours, we had over a thousand applicants. Seeing so many people excited and eager to apply has already been a huge win. The most thrilling part for me is watching how this program unfolds and seeing how we can positively impact these runners’ lives and performances.
Can you explain how the participants will be selected?
Lucas: The selection process is based on performance credibility. Applicants must have a qualifying marathon time — the minimum for consideration is 3:10. We’re not looking for influencers or people with massive social media followings; we’re focusing on credible athletes who are serious about performance and have the potential to compete at a really high level. Project 3 is about equipping top runners with the high performance tools they need to succeed and breaking down barriers for the everyday athlete who wants to achieve more.
Lastly, will we see these participants featured during and after the marathons?
Lucas: Absolutely! While the program will remain under wraps until race day, we plan to feature the athletes throughout the events. During the marathons themselves, they’ll be an prime feature of our activations. We want to showcase their journeys, the products they’re wearing, and the support they receive from PUMA. It’ll be a great way to demonstrate how we as a brand show up on these main events, not just for our elite athletes, but also for the everyday runners who are making their own history on the world’s biggest stages.
