• PUMA and HYROX take their global partnership to the next level with the reveal of the Deviate NITRO™ Elite HYROX
  • Specially engineered for HYROX competition, the footwear will debut on PUMA elite athletes at HYROX Melbourne this weekend, the second out of four Majors of the 2025/ 26 season
  • Deviate NITRO™ Elite HYROX launches globally on 19 February 2026

Cape Town, 10 December 2025 – Global sports brand PUMA is ushering in a new era of performance, with the exclusive reveal of the hotly anticipated Deviate NITRO™ Elite HYROX – the first shoe purpose built for HYROX competition.

Using PUMA’s most advanced footwear innovation, Deviate NITRO™ Elite HYROX is tailored to elevate every stride, every push, and every rep. This breakthrough in footwear technology has cemented PUMA’s position as the number one brand in what is one of the fastest growing sports in the world.

Tried and tested by PUMA’s elite HYROX athletes, the Deviate NITRO™ Elite HYROX features an all-new, full-coverage, high traction PUMAGRIP outsole with a specially engineered lug pattern for multi-surface control.

The NITROFOAM™ Elite has been adapted to provide elite-level cushioning for maximum energy return; and sitting flush between the NITROFOAM™ Elite is a full-length, newly curated carbon fibre PWRPLATE that provides increased propulsion and support.

Wrapping the foot is a premium, feather-light ULTRAWEAVE upper for breathability and secure lockdown, powering athletes through runs, reps and everything in between.

“Having partnered with HYROX since their first ever race in 2018, we understand the needs of the athletes and community better than anyone. The result is this: a trailblazer in performance footwear. We’ve taken the very best ingredients from our fastest running shoes and engineered them to enhance your HYROX experience,” said Romain Girard, VP of Innovation at PUMA.

Deviate NITRO™ Elite HYROX will debut this week at HYROX Melbourne, appearing on PUMA elite athletes including Open Doubles world record holder, Jake Williamson; Hamburg Major winner, Joanna Wietrzyk; 3x HYROX World Champion, Hunter McIntyre; 2025 World Champion, Linda Meier; and Jake Dearden.

“HYROX athletes sit at the intersection of endurance, strength, and mental resilience. We are proud to support this growing global community and push the boundaries of innovation with the first shoe built specifically for their sport. The Deviate NITRO™ Elite HYROX reflects PUMA’s commitment to creating products that empower athletes to perform at their highest level, whatever the arena,” said PUMA CEO, Arthur Hoeld.

“Since 2018, our two brands have been on a shared journey – pushing each other, supporting each other, and raising the bar every year. Announcing our partnership extension in Hamburg in October for another five years was a milestone, and now launching the first-ever shoe built specifically for HYROX is another. It builds real credibility for our sport, and we can’t wait to see athletes train in them, race in them, and cross the finish line in them,” said Moritz Fürste, Co-founder and Chief Marketing Officer of HYROX.

PUMA’s legacy has always been defined by innovation and speed. As pioneers in performance and proud stewards of the HYROX global community, PUMA continues to shape the future of hybrid racing.

HYROX’s global footprint continues to grow rapidly, with participation, affiliate gym numbers, and international race locations increasing year-on-year. By the close of the 2025/26 season, HYROX is projected to welcome more than 1.3 million participants across over 85 cities and 30 countries, marking one of the fastest expansions in the functional fitness landscape since the sport’s launch in Hamburg in 2017.

The Deviate NITRO™ Elite HYROX will launch on 19 February, available to purchase on PUMA.com, PUMA retail stores and Totalsports. Price R6099.

For more information visit www.puma.com and follow @PUMATraining or visit www.hyrox.com and follow @hyroxworld.

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