Cape Town, 12 December 2025 – 247, the performance wear arm of Represent, one of the UK’s fastest growing fashion brands, has announced the release of its second collaborative shoe with global sportswear brand PUMA: the PUMA x 247 Deviate NITRO™Elite 3.
Following the overwhelming success of the debut collaboration, which sold out within hours of its release, the two brands have reunited a year on to deliver a fresh look to the iconic high-performance racing trainer, built for athletes who demand the best in both function and design.
Arriving in a new Black Alpine Snow colourway, the design reverses last year’s release, offering a bold black silhouette with crisp white detailing. The Deviate NITRO™ Elite 3 remains one of the most in demand fitness racing shoes on the market, celebrated for combining elite level performance technology with contemporary style.
The second collaboration between 247 and PUMA follows a year of significant momentum between Represent and the sportswear brand, marked by the PUMA x Represent Speedcat capsule and a British-football-inspired collection that reworked heritage sportswear silhouettes through a modern lens. This latest launch strengthens the collaborative foundation, uniting PUMA’s deep performance expertise with 247’s growing influence in hybrid training culture.
Represent and PUMA’s partnership continues to be shaped by the unique relationship between the two companies. Represent CEO Paul Spencer, formerly Managing Director of PUMA’s European operations, has been instrumental in ensuring that 247’s design philosophy is authentically woven into PUMA’s performance silhouettes. His leadership has enabled both teams to operate with a shared vision: to create a product that stands at the intersection of technical innovation and style.
George Heaton, co-founder and Creative Director of Represent comments, “Having partnered with PUMA on multiple launches and working first-hand with their team on this latest edition of the Deviate, we are once again incredibly proud to have our name, logo, and identity associated with this technically advanced footwear. This edition reflects both the technical standards athletes expect and the design principles that define 247.” The PUMA x 247 Deviate NITRO™Elite 3, will be available from 20 December on PUMA.com and Shelflife. Price R6099.
