PUMA is a sportswear brand with a strong focus on running performance, footwear innovation and community. During the 2026 Chicago Marathon weekend, it brings runners and spectators together through The NITRO Lab, a welcoming event space at Tribune Tower, 435 Michigan Avenue. Visitors can take on a treadmill 1K challenge, explore PUMA’s running technology, customise apparel, create posters and connect with other runners.

The programme also includes shakeout runs, product demonstrations, community meetups, coffee from Metric Coffee and custom medal engraving for marathon finishers. PUMA’s featured race-day shoes include the Deviate NITRO Elite 4, with upgraded NITROFOAM Elite and a carbon-fibre PWRPLATE, and the Fast-R NITRO Elite 3, designed for speed and propulsion. The brand also presents PROJECT3, an initiative offering everyday runners an opportunity to experience aspects of elite-athlete preparation, with race kits, group runs and athlete events.

Through footwear, apparel, event experiences and running-community resources, PUMA supports participants from training through race weekend